Hyperpersonalization in Customer Marketing: The Dos and Don’ts
Using data-driven marketing strategies the right way can enrich the consumer experience and drive repeat visits.
Hyperpersonalization differs from traditional personalization in that it goes beyond basic consumer data and takes into account websites that users have clicked on and advertisements they have engaged with across the web. It can deliver highly targeted ads and content—but it can also alienate potential customers if they feel their privacy is being trod on. The line between successful and stalkerish is a fine one. The key? “Put yourself in your customer’s shoes,” says Faith Aronow, director of digital marketing at RCI.
Do: Use personalization throughout the customer journey
From pillows to music selections to favorite amenities, the information that resorts can gather from guests to personalize their experiences, as well as to target ads, can be a gold mine. “Resorts have the highly effective—and mostly untapped—opportunity to personalize the stay experience,” Aronow says. “Making their experience unforgettably tailored to their needs and preferences can provide a notable lift in repeat business and referrals.”
Don’t: Neglect timing
To be successful when leveraging a customer’s personal data, it’s important to ensure the messaging is highly relevant and useful. “Don’t underestimate the timing factor,” Aronow says. “All data sources about your user may point to sending an email or digital ad about Cancún, but if a hurricane is about to touch land, this message is not going to go over well, and your brand or resort will come off as out of touch.”
Do: Listen to your customer
Many travelers like personalized ads but also want control over the data they share while they have experiences customized based on that data. Resorts can learn guest preferences in a myriad of ways but should make sure to use only information given with explicit consent. “Set up a feedback mechanism to give the customer the opportunity to steer you in the right direction,” Aronow recommends, “and then add that data set to the model. Feedback comes in many forms, from email surveys to short online quizzes to a simple thumbs up/thumbs down near the content.”
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