Hyper-personalisation in Marketing Explained
What is hyper-personalisation?
Whether you’re the marketing manager for a business, or a director at a commercial print firm, understanding the importance of hyper-personalisation is critical to your success.
To summarise what this is all about, hyper-personalisation is the use of additional data beyond mere names, to ensure each publication – whether an email of a fully-fledged magazine – is as individually relevant as possible to the reader.
This technology represents the evolution of variable data printing (VDP), incorporating as it does the personalisation of text, image, language, and even sound and video when links to digital media are included.
The Benefits of intelligent personalisation
Intelligent personalisation has been shown to increase website hits by 400%, and page-views by 300%, and this can only be good news for your clients struggling to recover sales volumes.
Applicable to almost every aspect of the industry, the latest innovations in the field of inkjet press print production technology, together with workflow automation and personalisation software make it easier than ever to drive additional revenue through triggered direct mail. Volumes are no obstacle.
“If a reader lives in Paris, we show stories from Paris, not Amsterdam. Or if she’s the CFO, on the cover she’ll read information important for a CFO.”
Dirk Deroo, CEO, Dataline
Print personalisation: where to start?
In-house or outsourced, print personalisation technology applies to your firm irrespective of whether you’re use a Xerox Versant for short-run direct mail, or a high-volume inkjet press such as the Xerox Baltoro for magazine production. Personalise your communications by name, business segment, role, language, location, and more. Then target the intent: adjust the imagery and content according to what is more likely to appeal.
By combining the power of a production press such as the Xerox Trivor 2400 with high fusion ink, and XMPie software, you can create and manage cross-media campaigns which span print, web and email. The result? Customers who engage, and more revenue for your clients. By investing in the time to up-skill your production team, your business can unlock new high margin revenue streams which don’t require more staff.
Reading Time: 3 minutes
Drive success throughout the entire customer life cycle
Explain to your clients how triggered direct mail automation complements their omni-channel strategies and drives success throughout the entire customer life cycle.
As a print provider, you have the core skills in-house, and with the Xerox XMPie software platform you can turn these into true added-value revenue generators.
As you can see, hyper-personalisation belongs to the print specialist, and enhancing the communication delivery is as relevant to your value proposition as rounding the edges or adding foil to business cards. You know that’s profitable … but how many business cards are you printing these days?
This transition from print as a commodity to fully-fledged, capable, digital agency is sweeping the industry: marketers are turning to the professionals for support.
Humperdinck Jackman – Marketing Director
Humperdinck has a 30-year career spanning Document Management Systems (DMS), data protection, Artificial Intelligence, Data Protection and Robotic Process Automation. With many articles published in print internationally, he believes the advances in office technology are such that we’re entering the 4th Industrial Revolution. Now Director of Marketing and Consulting Services at Advanced UK, he’s as active with clients as he is in endeavouring to write original blog articles.