Hyper-personalization may be the hottest new buzzword. But only 9% of marketers have completed a strategy for dealing with it, according to Hyper-Personalization Strategies, a study by Ascend2.
Email ranks sixth as the most effective AI-powered hyper-personalization strategy, with 25% saying it works. In contrast, predictive analytics hits the top slot, with 56% and 46% citing the user experience as effective.
However, only 22% rank email as one of the most difficult AI applications. Content creation/curation is seen as tough by 51%, and predictive analytics is seen as challenging by 48%.
So what is hyper-personalization?
"Hyper-personalization takes personalized marketing a step further by leveraging artificial intelligence (AI) and real-time data to deliver more relevant content, product, and service information to each user," the study says.
The top priorities?
Their most challenging barriers?
Of the 143 influencers surveyed, 50% say they are somewhat successful at achieving their goals with their hyper-personalization strategy, and 36% feel they are very much so. And 14% admit they are not successful.
Only 20% rely totally on in-house resources to pursue hyper-personalization, versus 55% who combine outsourced and-in-house resources.