The sprouting digital age has created both opportunities and challenges when it comes to businesses with customers. On one hand, the outburst of new channels has opened up amazing new ways to involve the audiences. On the other hand, it challenges the business enterprises to cut the noise out and stand apart to build a more sophisticated, intuitive and personalized relationship with their customers. In this regard they have gone one step further to personalize information such as name, title, organization, purchase history etc. and utilizes interactive and real-time data to create highly appropriate communication that is relevant to the user. This is what is called the hyper-personalization. Such an action of creating messages that target and connect with a specific subset of the overall consumer audience leads to companies’ willfully abandoning broad reaching marketing messages and creating different campaigns for different groups of people. This matter revolves around the question “what people want” and it’s predicted that the recent decade will see e-commerce companies connecting their brand through hyper personalization. Some of the renowned brands like Starbucks, Amazon and Spotify have adopted hyper-personalization, where AI and machine learning analyze numerous factors to power their recommendation engine. 

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