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How Granular Personalization is Changing the Dynamics of Communication

Updated: Mar 19



Personalization has long been used by marketers and it has been proven to improve customer experience. According to research by Constellation, a lack of content relevancy in the average marketing campaign generates an 83% lower response rate. In the times we live in, undermining relevancy can lead to dissatisfaction among the target audiences, which companies can’t afford. Here’s where granular personalization comes in.


Now, with the help of newer technologies, we have been able to take a step further than simple personalization, and are in an era of granular personalization. The first step towards it begins with micro-segmentation which is nothing but narrowing down to smaller, niche pockets of micro audiences in the broader umbrella of the target audience. Granular personalization and personalized targeting have been adopted by big players like Netflix and Amazon and that’s the reason they deliver a great experience to their customers. But the question is, should you too?


Staying ahead of the competitors


Nobody can deny the amount of competition in this day and age. What are you as a company doing differently that others are not? Having an exemplary product or service isn’t enough. If you truly want to stand apart, try being customer-centric in your approach when thinking of a content strategy. It all boils down to the feeling of being valued that customers want and granular personalization is about being relevant to make them feel just that. Reaching out effectively by giving your target individuals a personalized experience is a part of having that competitive edge.


Better communication through hyper-personalization


The more you know about an individual, the better you’ll be able to tailor your messages. And it is now possible to sift through big data and analyze it by means of AI to give a new meaning to targeted marketing. With the information about user interests and even behaviors, you can create a super personalized message that speaks to the target and impacts them effectively. From the tone to the actual words, user-generated data can be studied to devise relatable and user-specific campaigns like having personalized campaigns that have separate promotional messages for different sets of your audience or an individual. Analyzing previous campaigns gives you immense insights into which individuals showed increased interest in your brand. Whether those campaigns led them to your website or even making a purchase, the knowledge lets you design micro-campaigns to deliver custom experiences in the future.


More engagement leading to brand loyalty


When you hear your name being called out in a noisy crowd, your ears perk up and your brain registers it. Similarly, a personalized piece of content cuts through the clutter to grab an individual’s attention. The longer or more frequently you are able to keep a person hooked, the better the chances of them wanting to remain associated with your brand. Customizing content helps you build trust and apart from having a well-made content, it’s an important factor to consider. Personalizing content also helps you show that the consumers are being heard and most importantly understood.


Consumers these days have higher expectations from brands, not only in terms of the quality of the product and service but also regarding their experience when interacting with a brand through any touch points. Hence, companies have started focusing on improving the experience with the means of hyper-personalization. While it may not be possible for smaller companies to include hyper-personalization in their marketing strategy now due to various constraints, they should start planning for it. Looking at the current marketing scenario, it is going to be increasingly common in the near future and early adoption will be the only way to stay ahead of the curve.


This article was first published on Reputation Today.

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