Why We’re Wild About Hyper-Personalization

Personalization in marketing is nothing new. In fact, some of the tried-and-true tactics of great customer service are all about personalization. For instance, if you go to the same coffee shop every week and a barista remembers your name and your order, you’ve just experienced personalization. Digital technology has the ability to do the same thing, but at a much more granular level, known as hyper-personalization. Hyper-personalization is an advanced digital marketing tactic that leverages real-time data, advanced analytics, and artificial intelligence to tailor products, services, and individualized experiences according to customers’ aspirations and needs (Hyperpersonalization explained…, n.d.). Marketers engage with users in the digital space when, where, and how its most beneficial. Check out some of the ways marketers are using hyper-personalization to reach customers:

Source: Sitecore.com

e-Commerce

eCommerce is utilizing hyper-personalization to offer highly tailored shopping experiences through real-time product recommendations, dynamic pricing, and personalized marketing communications based on user behavior, preferences, and demographics. Hyper-personalization in retail gives customers the positive, value-adding interactions they want, enhances the eCommerce user experience, and gives retailers the opportunity to drive and accelerate their growth and revenue (Jaeger, O., 2024).

Gaming

Players in iGaming are experiencing more immersive and engaging experiences as artificial intelligence (AI) becomes more advanced. Through hyper-personalization, developers create a unique experience for users by utilizing data to understand their specific preferences, interests, and behaviors. Some examples include adjustable difficulty levels, customized avatars, add-ons and diverse colors, patterns, limited editions, and unique storylines to create a one-of-a-kind gaming experience (Hyper-customization…, n.d.).

Teenage boy wearing a headset while gaming.

Streaming Services

It’s never been easier to find music and movies that we want thanks to the endless data we provide streaming services every time we select something we want to listen to or watch. Streaming services like Netflix are exploring ways to take curated content to the next level. “Rather than relying on basic information such as viewing history or purchasing history, user-entered preferences and the time of day, content providers will explore advanced tools like facial recognition software that can decipher users’ emotions to make highly accurate recommendations. Another potential format would be responsive content, which reacts to users in real-time, potentially altering or fast-forwarding content to keep the viewer’s interest” (Natanson, E., 2024).

As advancements in AI roll out, users can expect to see hyper-personalization in everything from smartphones to shopping. While this can make digital interaction more interesting and engaging, it also invites brands to follow our every move. It will be interesting to see if brands offer any sort of opt-out abilities as hyper-personalization creeps into every corner of our digital footprint. Just as they customize our experience, we should be able to say how far they take their customizations.