“Ideas, products, messages, and behaviors spread as viruses do” - Malcolm Gladwell
In the debut book of Tipping Point, Gladwell has defined the tipping point as “the moment of critical mass, the threshold, the boiling point”. In simple words, the marketers in 2020 have reached the tipping point as there is a requirement to stay updated with the evolving consumer trends.
Personalization is the traditional approach. It includes advertising the customer’s basic details. Likewise, the advanced step to personalization is Hyper-Personalization. It is the concept of gathering real-time data of consumers. It includes their lifestyle and behavioral pattern to filter their interests in products, brands. Additionally, on that pattern e-commerce brands, can analyze customers’ previous data on seamless experience in online shopping experience.
With the advancements in marketing technology, consumers have inclined towards the personalization. Hyper-personalization leverages machine learning, artificial intelligence, and real-time data. It leads to deliver relevant content and services information to the users.
The ideal example of hyper-personalization can be found in Westfield Shopping Complex in Shephard’s Bush, London. The complex has cameras that use facial recognition technology. This technology helps in determining the sex, mood, and age of the shoppers when they move around and inside the mall. Based on that data, the system then displays the ads on the digital billboards to maximize the consumer response.

Say Hello To CDP
CDP is the abbreviation of the Customer data platform. According to Gartner, CDPs are augmenting extensive attention from the marketers because they provide “a holistic view of the customer to help execute and optimize personalized journeys”.
To have a personalized experience, CDPs can help marketers to build a 360-degree view. It is the bedrock of the combination of artificial intelligence, machine learning, and advanced data analytics to encompass personalization.
Ways through which CDPs are enabling hyper-personalization to include:
1. Real-time customer data: Generally, marketers have no or less control over data intelligence. Marketers are dependent on the IT teams to manage customer data. On the other hand, CDP is managed by the marketing teams who have control over the customer data in real-time. This gives control to the marketers to take the relevant action to tailor the data in real-time.
2. 360-degree view: The data is stored and locked in different enterprises. However, if this data is connected, it will unlock the insights into customer behavior. CDP helps to enable it. Customer data platforms act as a connection between different sources to help the marketers achieve the unified 360-degree view of their customers. This creates the ability to create a high level of personalization by linking data from multiple sources in real-time
3. Engagement: CDP enables one to select the main fragments of data and communicate with the platforms such as email marketing systems and much more. If the marketers target and proactively respond to the customers based on their behavior, the engagement with the customer will be in a personalized way.
Recipe to Hyper-Personalization
The recipe for digital marketers to follow for the hyper-personalized framework that includes:
1. Data Collection: The foremost step is to collect data from consumers. It will help to understand the needs and interests of your audience. According to a report by IBM, 80% of the customer says that the brand fails to understand them as an individual. When you are dealing with a large number of customers, it is hard to understand the interests of every individual and to categorize them into groups. So, it is necessary to collect the data from your consumers. It helps to get accuracy and relevant data.
2. Segmentation: When you collect the data, it helps to understand the customer’s preferences and how they interact with the brand. Furthermore, after the collection of data and analysis, the customers are segregated in groups. These groups are categorized based on demographics, location, brand interaction history, and much more.
3. Target: Now, when you have identified and segregated the consumers. The next step is to choose the right channel and time for promotion. The more you balance them, the more are the chances of conversions.
Hyper-personalized marketing is a simple process of a brand directly communicating with individual customers. With the use of behavioral and real-time data, it helps to provide more personalized and targeted products, services, and content. Furthermore, it helps marketers to approach customers in a more effective and with faster & easier interaction. Hyper-personalization eases the job of the marketers and helps to engage in the most brilliant way.
Are You In?
Hyper-Personalization should be a buzzword for 2020. It offers consumers the advancement of personalization. It helps to engage the audience, understand their interests, and target in the right direction. Hyper-Personalization is the next ultimate level of digital marketing. The more you explore it, the more you can cater to the evolving consumers’ expectations.