The American Society for Aesthetic Plastic Surgery (ASAPS) is a distinguished international association of board-certified plastic surgeons. Each quarter, they publish Aesthetic Society News, a newsletter that provides information, innovations, and updates surrounding plastic surgery that helps surgeons and marketers expand their reach and stay up-to-date on the latest industry developments.
This quarter, Plastic Surgery Studios contributed an article about the rise of hyper-personalization for the Fall 2019 Issue of Aesthetic Society News (page 49).
The Rise of Hyper-Personalization
If you have the technology to access this blog, you have likely been on the consumer end of personalized marketing.
It can come in many forms: marketing emails, advertisements on social media, smart tv ads, and suggested video content are all examples of ads that have been personalized to fit your digital profile.
What Is Hyper-Personalization?
This level of personalization has been around for many years now. But as the tools for online searching become more sophisticated, so does the data that businesses can use to tailor content.
This is how hyper-personalization was created.
The hyper-personalization strategy goes beyond just looking for what someone has searched for. It analyzes data to decide the ideal times and content to provide based on specific habits and preferences.
If you are going to remarket a product that someone visited yesterday evening, it doesn’t make sense to send it to them while they are busy at work the next afternoon.
The data can tell you when someone was browsing your site, so use that data and remarket to them at the same time on a different day. The odds of them engaging with the content again increase if you provide it at a time that best suits the consumer.
If they visited a blog but exited after 10 or 15 seconds, the structure of that information probably isn’t ideal for that consumer.
Rather than trying to force them into the content that failed once before, you could try to market them different blogs or a landing page on the same subject that is structured differently.
How Successful Is Hyper-Personalization Marketing?
Every evening around 5:30, this woman does the bulk of her reading and browsing. So why would you market something to her during the day, when you know exactly what time she will be willing to give you her attention?
Ascend2, a research-based marketing company, conducted a survey in 2018 and found that 36 percent of participating companies considered a hyper-personalization strategy to be a very successful way of achieving marketing priorities.
These participants all believe the same thing:
Vague marketing strategies are not worth the investment.
Throwing thousands of dollars at a wide marketing campaign will yield mild results if you aren’t using the data to figure out exactly who your audience is and how best to tailor content to them.
Start Using Hyper-Personalization to Your Advantage
While hyper-personalization is intuitive, it is also difficult to implement. Ascend2 found that only 50 percent of participants considered their strategy to be somewhat successful.
But it’s easier when you have help.
Plastic Surgery Studios has the necessary tools to help you create personalized and targeted campaigns that fit your audience’s demographics.
For more information on how to start taking advantage of hyper-personalization marketing, give us a call at (888) 525-6360 or send us a message.
