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August 27, 2019

Today, more than ever, marketers must understand the importance of data. It drives all decisions around who and how to market a product or service, and in the Business 4.0 era, marketers are provided with new innovative tools that allow them to analyze and act upon data in ways that were previously unimaginable. Through technologies such as artificial intelligence and machine learning, marketers are able to provide innovative end-user experiences that help drive traffic and sales, and also appeal to the end-user through hyper-personalized tactics.

Let’s dive into a few ways marketers can use data-driven insights and analytics to achieve effective measurement – a pain point the industry is still struggling with. Here are a few examples of how all relevant parties – marketers and end-users – can attain hyper personalization and effective content delivery.

Meeting individualized needs

Today, there’s increasing demand to become more personally connected with end-users. Failing to offer personalized services can pose legitimate consequences on the bottom line – many consumers claim they are more likely to change their buying habits based upon the brands that present better personalization in their marketing efforts.

To achieve this, AI and ML-based high tech software is being experimented with, ones that analyze and organize exponential data sets. The goal is to find ways to effectively pinpoint where ads and other forms of engagement are most likely to be perceived as relevant and relatable to individual consumers. It’s far more complex than knowing where someone is located and what their purchase history is. Ethically accessing the massive amount of data that exists in a single person’s digital footprint (e.g. political affiliation, relationship status, favorite color, upcoming scheduled events, etc.) and navigating moments in time where they would be most receptive to engaging with your organization are integral for forging hyper-personalized experiences. High tech applications can help marketers know who, when, how, and where they should be distributing marketing content.

Reaching consumers via Artificial Intelligence and Machine Learning

So, how exactly can marketers pinpoint the unique characteristics of consumers to determine whom they should approach? A mixture of tools that utilize AI and ML to understand how these consumers operate are integral to finding that solution. AI is implemented throughout the entire lifecycle of a customer interaction to continuously provide the end-user with experiences that meet their specific demands and expectations.

For example, in retail, AI is used to target and craft messages to customers as part of an initial interaction. Then, AI can be used for chatbot services to help end-users navigate a website to find whatever product or service they need. Chatbots or voice-to-text capabilities can be implemented to provide after-sales support to keep a customer engaged and meet any and all post-sales concerns that arise. AI is integral to delivering these experiences, and brand marketers who, both capitalize on existing AI-integration capabilities and invest in new experiential innovation, will continue to thrive in the Business 4.0 era.

In the same vein, online retailers can utilize ML capabilities to swiftly adapt to individual preferences and shopping patterns to provide consumers with personalized experiences whenever they visit a website. By understanding how an individual navigates a brand’s page or shops online, ML can provide user-specific recommendations based on previous search, purchase, and browser history, minimizing the time needed for the consumer to find products that fit their taste. It also maximizes the limited amount of time that a brand has to pique the interest of consumers when visiting their site.  

Content Delivery

Hyper personalization is not limited to how marketers target consumers or craft messaging. Today’s end-user, especially Gen Z, wants to engage with concise, actionable, and convenient content in innovative and experiential ways—such as social media stories, streamed video, augmented reality (AR), and virtual reality (VR). These enhanced forms of storytelling have become increasingly prevalent, facilitated by IoT-connected mobile devices. They provide the unique, personalized, ‘create your own journey’ methods that today’s end-users crave. By developing content across these next-gen platforms, brands can continue to provide consumers with first-party content and messaging, all without being seen as ‘spammy’ or inconvenient. Brands are exploring this demand, tapping into previously unimaginable forms of engagement—all delivered on a massive, hyper-targeted scale. 

Hyper personalization will only continue to become more and more of an industry standard. People will demand unique experiences, and high tech tools are the key to bringing these experiences to life.

Abha Bajaj is the head of marketing and communication of TCS’ HiTech Business Unit and Alliances and Technology unit. She has more than 18 years of experience in the IT industry, with specific focus on marketing strategy, planning and execution, partner marketing, customer experience, and digital marketing. Abha has been a consistent performer with a successful track record of making HiTech gain visibility in the industry, both from a business as well as thought leadership perspective. Her results-oriented approach has helped nurture relationships with clients.

Abha holds a Bachelor’s degree from VNIT, Nagpur and is a gold medalist from IIM Kozhikode's Executive Management Program.



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