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Mar 30, 2018
3 min

Understand the Hype of Microsegmentation and Hyper-personalization

Microsegmentation and hyper-personalization are all the hype. Why? Using vast volumes of data and leveraging subscriber insights allows you to take a more personalized approach to communicating with subscribers. Simply put: you will understand your subscribers' needs and be able to offer products and services that better meet those needs. This enables service providers like yourself to focus efforts on a specific group of subscribers or specific needs rather than whole segments focused on a large geographic cut.

How would you use microsegmentation?

Let’s say you needed to improve the performance of regionally driven products. Where would you start? First, you would need to segment by region. Second, and most importantly, you would need to find the data points that help you build a contextual and relevant conversation to engage your subscribers with the right message at the right time.

How about an upgrade or upsell offer to a higher tier service now available in the area? Using marketing automation and insights from your subscriber behavioral data, you can create campaigns focused on smaller groups of subscribers that are relevant to services in a region. You can take behavioral data and “filter” on specific types of accounts to find the perfect microsegment – those most likely to respond to your offer. Say, for instance, high-usage subscribers that are gamers in a particular zip code. To see how this is done in real time, check out this webinar on microsegmentation. 

Why do you need hyper-personalization?

Customers have much higher expectations of brands today; they expect meaningful relationships based on transparency and relevancy. To meet these expectations, you need to develop trusting relationships with your subscribers. You can do this when your marketing tools provide you with relevant subscriber information that empowers you to create relevant, targeted messaging. For instance, if a gamer is experiencing slow Wi-Fi, they may be losing games or missing points from slow response rates.

Now, if you could send a hyper-personalized message around achieving lightning-fast wins for this segment… that would resonate. And you just leveraged a great opportunity to build a stronger subscriber relationship and stronger brand loyalty.

Breaking it down - you provide a distinctive relevant and highly-personalized message. This improves not only subscriber experience but marketing ROI. These experiences, in turn, drive stronger and more meaningful customer relationships. This drives an increase in campaign performance. When you can craft hyper-personalized campaigns and messaging focused on smaller segments of subscribers, you build trust, and in turn, that trust builds higher response rates. With higher response rates and better subscriber experience, it’s no wonder why microsegmentation and hyper-personalization are all the hype today.

Bonus: Building trust is one of the top five tips for creating a great subscriber experience. Check out how here

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