How to Harness Hyper-Personalization for Your Company

Building brand consistency can be one of the most effective ways to help your business grow. In fact, an estimated 76% of customers want consistent interactions with brands. In turn, 88% of brand-consistent businesses see revenue growth of 10% or more. But to increase that efficacy, harnessing hyper-personalization will maximize your brand recognizability.

Hyper-personalization involves the usage of browsing data, purchasing data, customer affinity, and more helps to segment an audience that is more receptive to advertising or commercial messaging. Statistically, 90% of consumers find personalized advertisements appealing and 86% of companies report better business results due to hyper-personalization. With modern day technology, this has been further optimized through machine learning and artificial intelligence. Utilizing this technological hyper-personalization, 72% respond to hyper-personalized marketing messages and 80% of customers are more likely to purchase from your business.

In practice, easyJet, an airline company, is a real-world example of a company that has benefitted from consistency and hyper-personalization. They saw a substantial increase in bookings made in the following month. Furthermore, 78% of recipients had positive sentiments about the campaign, with many using the word ‘love’ to characterize it.

Spotify also adopted consistency and hyper-personalization with their implementation of Spotify Wrapped. This led to a 461% increase in tweet volume relating to Spotify and 131% more engagement with Spotify Wrapped tweets. This has carried over to 2022, where there are still double-digit percentage increases in total tweet volume, impressions, and unique authors as a result of hyper-personalization.

Fortunately, taking advantage of brand consistency and hyper-personalization is easy with modern innovations such as machine learning and artificial intelligence. Brand governance platforms such as BrandGuard help to ensure you can seamlessly transition your business. With the ability to monitor tone, feel, brand safety, and onbrand-ness, these platforms make an invaluable addition to any business.

How Strong Brand Consistency Drives Brand Success
Source: BrandGuard

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