Today, we’ve seen firsthand how the marketing game has changed. Simply broadcasting our message isn’t enough to capture attention. Our customers start to expect more. They want content that speaks to them—as individuals. That’s why hyper-personalisation, powered by AI, has become the go-to strategy to connect to customers on a deeper level.

As someone leading a startup that partners with many companies across the globe to reach their customers, I understand that with the sheer volume of data available, how can businesses cut through the noise and create meaningful interactions? Here are five strategies every business needs to know to use hyper-personalisation in growth hacking:

Knowing the audience inside out with first-party data

Understanding the customers at an individual level is crucial in today’s marketing landscape. When we plan on exploring hyper-personalisation, the main goal should be beyond just using AI for efficiency or cost savings. It needs to be about making sure our customers feel seen and understood, and using first-party data is what makes it possible. 

With digital penetration on the rise and an expected950 million internet users by the end of 2024, businesses have a massive opportunity to create deeply personalised campaigns. Using AI, businesses can analyse vast amounts of data—from browsing habits to purchase history—and tailor content to match each customer’s unique preferences.

Many brands have reported a significant uptick in engagement when shifting to hyper-personalised campaigns. Instead of sending out generic messages, brands can now deliver tailored product recommendations, exclusive offers, and content that resonates with each customer. This approach has not only increased conversion rates but also built long-term loyalty. 

Timing is everything for customer engagement

AI allows us to predict when our audience is most likely to engage, and this helps us avoid the dreaded “spam” territory. We often heard stories about those who launched a campaign that initially failed because it lacked the necessary real-time adjustments. It wasn’t until implementing real-time data from AI became normal that things turned around. Real-time hyper-personalisation is a critical factor for boosting engagement and increasing conversions.

What’s been fascinating is how AI helps us gather insights into consumer behaviour and how it changes with time. We’re no longer guessing; we know exactly when and how to deliver relevant content to our customers, thanks to AI.

Personalisation is a two-way street

While AI gives us the ability to hyper-personalise on a massive scale, it’s still a human-centric approach. Many have made mistakes in the past by letting the tech lead too much. But there is a sweet spot: using AI to gather and analyse data but letting the team craft messages that are still empathetic and human.

Also Read: How to drive business innovation with AI-powered data analytics

We’ve all experienced frustration when brands feel too robotic. Hyper-personalisation should enhance customer experiences, not alienate them. Once we achieved this balance, it was like a switch flipped. Engagement skyrocketed, and our relationships with customers deepened.

Combining AI with a broader creative marketing strategy

When creating AI-driven campaigns or content, try to always start with personalisation. It’s about making sure the content fits the specific marketing funnel or target channel. But personalisation alone isn’t enough; the content has to be engaging. It’s about combining creative strategy in what I like to call a “mix and bundling” approach. 

If we want to do an AI-based campaign, don’t just develop the AI component. Layer it with broader creative strategies to maximise the overall impact. This covers not only how AI plays a role but also how we present the content, what kind of interactions it sparks, and which pain points it can solve. Ultimately, it’s a balance of leveraging advanced AI technology with human creativity to deliver more precise and effective marketing results.

Hyper-personalisation as the future of growth

If there’s one takeaway I want to share from my journey in digital marketing, it’s that hyper-personalisation using AI is a game-changer. I’ve watched it as it transformed the way many brands approach marketing and growth. As we move into the year 2025, brands that embrace hyper-personalisation will stay ahead of the competition.

The future of marketing lies in truly understanding the individual and leveraging AI to scale those insights into meaningful, personalised experiences. The better we get at making each customer feel like we know and value them, the more growth we’ll see.

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