If we know so much about our customers, why do we speak to them as if we don’t?

Being relevant to your customers is a meaningful way to create loyalty. Providing personalized communication tailored to an individual’s specific needs and interests has already become the expectation. Hyper-personalization takes this a step further.

Marketers focused on hyper-personalization are deliberately abandoning broad reach marketing messages and tactics and creating a myriad of campaigns for multiple groups of people.

By using predictive technology and data, brands can gain a deeper understanding of their customers as individuals. When targeting shoppers individually, they don’t have to work very hard to find the products and services they are interested in because you have designed the brand experience to bring the products to them.

Why is this such an important concept? Because it’s what people want. They want authentic experiences they can actually relate to—something that means something to them.


This morning, like every morning, I logged into my Spotify account (along with 75 million other Spotify users), and received a custom new playlist. A compilation of 30 songs specific to my taste in music were ready and waiting for me. It feels like a gift from a music-loving friend, who might have once made me a mixed tape with my name scribbled on the front.

I know these playlists, from Spotify’s Discover Weekly feature, were built by an algorithm, but they sure have a way of making me feel special.

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