Jelly – Digital Agency
After all, who hasn´t had the feeling that a brand knows more about them than it should? What if this feeling is actually the new normal for marketing?
Forget basic “personalisation” that suggests a toothbrush after you buy toothpaste. We’re talking about another level.
Hyper-personalisation is changing the rules of the game — it’s technology, real-time data and millisecond-level decisions to communicate with each consumer as if they’ve known them forever.
This article explores the concept of hyper-personalisation, the advantages it brings to consumers and brands, the technologies involved and what to expect from a market where “generic” is no longer convincing.
It’s worth reading until the end. Brands that fail to keep up with this evolution may be losing the attention of those who matter most… without even knowing it.
What is Hyper-personalisation?
The search for personalisation in the consumer experience is not a new concept. Since the 1990s, brands have been seeking to create more personal and relevant connections with their target audience. Initially, personalisation strategies were limited to basic information, such as the customer’s name in an email or recommendations based on previous purchases.
With technological evolution and the exponential increase in available data, consumers have become more demanding and expect brands to understand their needs in a deeper and more contextual way. Personalisation has come to be seen not only as a competitive differentiator, but as a fundamental expectation for creating memorable experiences.
Hyper-personalisation goes beyond the basics. It uses real-time data, artificial intelligence (AI) and machine learning to create truly unique, contextualised and even predictive experiences. It is not just about “personalising”, but about anticipating desires and adapting communication to each moment and each person.
Why is this so relevant?
At the heart of relationship marketing is building lasting and meaningful relationships with customers. For these relationships to be genuine, it is essential that brands demonstrate that they truly know each consumer, not as part of a generic group, but as individuals with unique needs, interests and behaviours.
This is where hyper-personalisation comes in: by using real-time data, artificial intelligence and automation, this approach enables brands to communicate in a more relevant, timely and individualised way. According to a study by Redpoint Global, 74% of consumers say that their loyalty to a brand is determined by the feeling of being understood and valued, rather than simply being attracted by discounts or benefits. In addition, 64% prefer to buy from brands that know and understand them.
In the context of relationship marketing, hyper-personalisation:
- Brings the brand closer to the customer by creating more human and contextual experiences;
- Increases trust and loyalty, which are fundamental to long-term relationships;
- Enhances customer value over time through more effective interactions;
- Contributes to a solid reputation, as satisfied consumers become natural brand advocates.
Hyper-personalisation is the key to transforming commercial interactions into real relationships — the core purpose of relationship marketing.
Advantages for consumers
The great strength of hyper-personalisation lies in its ability to transform the consumer experience — making each interaction more relevant, intuitive and valuable. When applied well, this approach not only simplifies purchasing decisions but also strengthens the emotional connection with the brand.
- Real convenience: Based on real-time behaviour and data, brands can present truly relevant products, services and content, saving consumers time.
- More satisfying experiences: Every interaction goes from generic to personalised and meaningful, reducing frustration, increasing engagement and creating memorable experiences.
- Loyalty and recommendation: When consumers feel that the brand understands them, a relationship of trust is established, and confident consumers are more likely to repeat purchases and recommend the brand.
According to Forbes, 46% of consumers are willing to buy more when they receive a personalized experience.
Benefits for brands
Hyper-personalisation not only serves the interests of consumers, it is also a powerful lever for brand growth. By transforming data into strategic decisions and relationships into lasting value, this approach allows you to scale with intelligence, focus and real impact on the business.
- More revenue, less waste: The ability to identify upsell and cross-sell opportunities at the right time significantly increases conversion rates.
- More effective campaigns: More accurate segmentation and targeted messages reduce wasted investment and increase ROI.
- Strong reputation: Satisfied customers become natural brand ambassadors, fuelling the organic growth cycle.
The technologies involved in this process
Hyper-personalisation is only possible with sophisticated technological tools:
- Artificial Intelligence (AI): Analyses patterns and generates insights into behaviours and preferences.
- Machine Learning: Learns from data and improves recommendations over time.
- Real-time data analysis: Allows campaigns to be instantly adapted to the user’s context.
- Marketing automation: Sends personalised communications at the most effective times.
The future of hyper-personalisation
The future of hyper-personalisation is strongly linked to the development and refinement of AI. As AI capabilities expand, brands will be able to create even more intuitive and predictive experiences, anticipating customer needs before they even express them.
Some emerging trends include:
- Personalised voice experiences: The integration of intelligent voice assistants will enable more natural and fluid personalisation based on voice interactions.
- Personalised augmented reality: The combination of AI and augmented reality will create immersive, personalised experiences in real time.
- Advanced predictive models: Using historical and real-time behavioural data to predict future consumer desires and actions.
- Complete campaign automation: Fully automated marketing campaigns that are highly personalised, with messages that automatically adapt to the user’s context.
Case studies
Companies such as Amazon and Netflix are pioneers in the use of hyper-personalisation, offering accurate recommendations and unique experiences based on user behaviour. These strategies result in high levels of satisfaction and loyalty, positioning brands as market leaders.
Hyperpersonalisation is more than a trend, it is a requirement in a saturated, competitive and user-centric market. Brands that can meet this demand with transparency, technology and strategy will be at the forefront of innovation and consumer preference.
