10 Trends to Define Marketing in 2013- #5 Hyperpersonalization

Matt Graham, Dec 14, 2012

This is part five of a ten-part series of Direct Marketing trends for 2013. To read the original article with all ten trends, click here.

As we move into the age of Big Data, marketers have the opportunity to take the conversation and the customer experience to a new level with hyper-personalization. As we evolve, best practices in marketing will center on enabling customer choices, with functional personalization being the true differentiator. Form is often the critical first impression and highly correlated to sales, but function will take the lead role moving into 2013 and beyond. It is a continual balancing act between choices that lead to the highest quality production, versus choices made to enhance aesthetic beauty. Marketers will strive for the same level of functionality in the choices we make to successfully leverage hyper-personalization. 

The first baby steps into the world of personalized marketing began with form-based customization, or customization for the sake of customization, with little regard for true functionality. Variable print personalized form letters moved from a salutation of Dear Customer to Dear Matt. In retrospect, what we thought was a monumental accomplishment at the time was all form and no function. Did this development, that we believed was so revolutionary, enhance or reinforce our offer? Did it help the customer make a choice? Probably not, as these changes were merely for the sake of form, and not function.

Any time you use data stored for personalization, you run the risk of getting it wrong. Wrong can come in a number of forms. First, plain and simple, you can have incorrect or outdated data. Second, you can have the correct data and run into privacy issues where you inadvertently reveal something the customer doesn’t want others to know. Third, you can have everything right and show your customer how much you know about them, and this wealth of knowledge about the customer’s personal information can be a turn-off to the recipient. 

Hyperpersonalization is focused on function, and will evolve with function at the core of its usage and strategy. Hyperpersonalization is about skipping the personalized salutation and going instead with something that is likely to move the needle. For example, a postcard showing a personalized driving distance and directions from the recipient’s house to their nearest branch or store is an excellent use of personalization. Additionally, using a PURL that lands on a pre-approved and pre-filled application that just requires your customer’s quick review and submission can streamline and enhance brand communications. Using web behavior in subsequent email and digital, direct mail supports imagery in color, product selection, messaging, and other ways to match demonstrated preference. Hyperpersonalization is about being able to both move the needle on response and conversions. 

Look for marketers to put the customer in the driver’s seat of the relationship, giving them control over how much they share with companies and how they personalize their relationship with your brand. Messaging will allow customers to choose and update channel and frequency preferences as well as view and control their customer profile (not just their basic account information but all the data that has been collected).  Retail is already embracing this form of personalization. With products from eyeglasses to blue jeans, you can now upload your photo and dimensions and have a virtual fitting without leaving your keyboard. Expect financial services, Higher Ed marketing, non-profits and numerous other industries to embrace hyperpersonalized offers and communications through 2013 and looking forward.

As a final note of caution, targeted marketing and data driven marketing are increasingly under fire from consumer advocate groups criticizing the irresponsible use of data. Digging too deep into personal information, or using data in ways that don’t offer consumers true benefit, jeopardizes the legitimate uses that help filter out irrelevant offers, less than ideal timing, or information portrayed in undesired channels. Regulation for “do not track”, opt-in (vs. opt-out) requirements, anonymous IP addressing, and rights to “be forgotten” can tip the balance too far in the wrong direction. Consumers' preference should be in the forefront of marketing strategy and easily managed throughout a prospect / customer relationship. With responsible use, the Hyperpersonalization and relevance of targeting marketing creates true benefit for consumers.

Trend 6: Digital Mailboxes Take Root

  

33 Comments

  1. 33 Katherine 10 Apr
    Appreciate it intended for giving new messages the matter, When i count on understand far more. get cash vaporizer
  2. 32 John 11 Apr

    I also wrote an
    article on a similar subject will find it at       write what you think.
    Blog Commenting Service
  3. 31 JOhn 11 Apr

    It is very good,
    but look at the information at this address. 

    best diet pills 2016
  4. 30 ali 11 Apr
    Ski boots for ladies function similarly as it will be possible ski boot footwear do. But its composition plus designing methods are usually different. Girls ski boot footwear are marginally leaner around cuff levels, contouring and get thick pillow for improved foothold. www.etchandbolts.com
  5. 29 jassica 13 Apr

    Cool you
    write, the information is very good and interesting, I'll give you a link to
    my site. 
    limousine st louis
  6. 28 David 16 Apr
    Superb web site you've right here, a lot awesome info!.. advertising agencies
  7. 27 David 16 Apr
    I enjoy a person's posting. Its fine to check out you actually explain in words with the soul plus resolution during this vital matter is often without difficulty viewed. specifics perspective web-site. positive dog training
  8. 26 ali 16 Apr
    Cool you write, the information is very good and interesting, I'll give you a link to my site.  Garage Door Repair Las Vegas
  9. 25 Way To Skinny 17 Apr

    There you can
    download for free, see the first of these data. 

    how to get rid of muscle soreness
  10. 24 Fast Cash Advance. Online Payday Loans.. 17 Apr

    Thanks to ones own modern content articles, As i already have the ideal article product
    after only a obtain. Well before I ran across essay-on-time, Make possessed
    trouble selecting a decent article product. Once As i implemented you As i is
    allowed to remain disenchanted. payday loans for
    bad credit

  11. 23 Signal Forty 17 Apr

    Actually
    I read it yesterday but I had some thoughts about it and today I wanted to
    read it again because it is very well written.

    alarm
  12. 22 John 19 Apr

    For this
    web site, you will see our account, remember to go through this info.
    Binary Interceptor
  13. 21 Jimmy 19 Apr

    I should
    assert barely that its astounding! The blog is informational also always
    fabricate amazing entitys.

    Website details
  14. 20 Jassica 19 Apr

    I use
    only high quality materials - you can see them at: 

    muscle building   |   
    http://page2rss.com/87ee6da5a68043495d7113ab039bd453
  15. 19 Patio Furniture Miami Sunbrella Cushion - Jaavan Patio 20 Apr

    This
    content is simply exciting and creative. I have been deciding on a
    institutional move and this has helped me with one aspect.
    Patio furniture for hotels
  16. 18 "Free Money Guaranteed Review" - Is "Free Money Guaranteed" System Scam? My SHOCKING Results! 21 Apr

    On that website
    page, you'll see your description, why not read through this.
    Free Money Guaranteed
  17. 17 "Binary Interceptor" - Make $58,736.44 Every Week With This... 21 Apr

    These websites are
    really needed, you can learn a lot. 
    Binary Interceptor
  18. 16 Lisa Olson’s Pregnancy Miracle review 21 Apr

    wow this great
    however ,I like your post and great pics may be any people groups not like on
    the grounds that defrent mind all poeple , 

    Website details
  19. 15 Restaurant gastronomique les pins penchés à Toulon 23 Apr

    On my website
    you'll see similar texts, write what you think. 

    repas gastronomique
  20. 14 Best Pregnancy Pillow 23 Apr

    This is very
    appealing, however , it is very important that will mouse click on the
    connection:
    pregnancy pillow

Comment

  1. RadEditor - HTML WYSIWYG Editor. MS Word-like content editing experience thanks to a rich set of formatting tools, dropdowns, dialogs, system modules and built-in spell-check.
    RadEditor's components - toolbar, content area, modes and modules
       
    Toolbar's wrapper 
     
    Content area wrapper
    RadEditor's bottom area: Design, Html and Preview modes, Statistics module and resize handle.
    It contains RadEditor's Modes/views (HTML, Design and Preview), Statistics and Resizer
    Editor Mode buttonsStatistics moduleEditor resizer
      
    RadEditor's Modules - special tools used to provide extra information such as Tag Inspector, Real Time HTML Viewer, Tag Properties and other.