Every time you log into Netflix, the choices of series and movies that are available in the catalog, as well as the thumbnails and where each one is positioned, are not a matter of chance. It is an experience created exclusively for you, where the streaming giant has analyzed all your preferences to recommend content that you will most likely like because it “knows you”. This is an example of how a brand uses hyper-personalization to enhance the experience of its subscribers.
But what do I mean by hyperpersonalization and why is it imperative to integrate it into your marketing strategy for 2025?
It is an advanced tactic that allows brands to interact with each customer in a unique and memorable way, using technologies such as artificial intelligence, data analytics and automation.
With this approach, it is possible to offer the audience personalized experiences that consider their specific context, their real-time behaviors and their individual needs. In this way, deeper and more meaningful connections are achieved with every interaction, resulting in more loyal customers; in fact, 78% of consumers are more likely to repurchase a brand when its content is hyper-personalized, according to McKinsey data.
In addition, a study by Epsilon revealed that consumers who find personalized experiences highly engaging are ten times more likely to become a brand’s most valuable customers; that is, those who typically make more than 15 purchases per year.
How do you integrate hyperpersonalization into your marketing strategy?
The benefits of hyperpersonalization for brands are obvious, but how can you implement it correctly to build customer loyalty? From my experience leading a PR and digital marketing agency, I recommend companies consider the following criteria:
- Know your audiences in layers, not just segments: Use advanced analytics to identify individual behaviors, preferences and key moments in the customer journey. Tools such as rich CRMs or customer data platforms (CDPs) can help you connect data points that previously seemed isolated.
- Measure the impact of your strategy: Implement specific metrics to evaluate the impact of hyper-personalization actions on customer loyalty and satisfaction.
- Predictive personalization: Uses predictive algorithms to suggest products or services based on past behavior and purchase patterns. For example, when you browse an e-commerce platform and it suggests items similar to products you have already purchased or were interested in.
- Humanize technology: Although algorithms are the engine, emotions are the destination. Complement your technological efforts with human narratives that connect with your brand values. This will make the experience memorable and not just efficient.
The fine line between hyper-personalization and privacy
Delivering a hyper-personalized experience would not be possible without the use of user data, so it is critical to have the ethical aspect and the fine line with privacy as a priority. Regulations such as the GDPR in Europe and the Federal Law for the Protection of Personal Data in Possession of Private Parties in Mexico establish clear guidelines for the handling of personal information. Consequently, this practice must always be based on the user’s informed consent.
To ensure ethical practices, I suggest brands follow this mini-checklist:
- Collect only the data necessary to deliver personalized experience.
- Provide clear options for users to manage their privacy preferences.
- Ensure the security of collected data with robust protection protocols.
- Be transparent and don’t be afraid to explain how and why you use user data.
In 2025, every personalized interaction conducted ethically is an opportunity for brands to strengthen trust with their audience and gain better positioning in their market. Success lies beyond offering a good product; it is understanding each user and tailoring their experience to specific needs. Now, the challenge is for more and more brands to use this approach and become allies of their customers. This content originally appeared in Spanish in InformaBTL.
