From Mass Marketing to Micro-Moments: How AI is Powering Hyper-Personalisation in Marketing

In today's digital landscape, consumers expect more than generic marketing - they demand experiences tailored to their unique preferences and behaviours. Enter hyper-personalisation: the AI-driven approach that's reshaping how brands connect with their audiences. 

The Demand for Personalised Experiences

Modern consumers are inundated with content, making relevance more critical than ever. A staggering 95% of B2B marketers believe that personalisation enhances customer relationships. Moreover, 72% of B2B customers expect fully or mostly personalised content throughout their interactions with a brand. 

This shift isn't just about preference - it's about performance. Personalised emails, for instance, deliver six times higher transaction rates in B2B contexts. 

At Solentive, we’re seeing this shift play out firsthand. As a company that leverages AI tools like Microsoft Dynamics 365 Custom Insights internally and with clients, we’ve observed the direct impact of personalised engagement on conversion rates and long-term loyalty. We're not just advocates - we're active participants in this transformation.

AI: The Engine Behind Hyper-Personalisation 

Hyper-personalisation leverages AI and machine learning to analyse vast datasets, enabling content delivery tailored to individual needs. Unlike traditional segmentation, this approach considers real-time behaviours, preferences, and interactions, ensuring each customer receives content that resonates.

The benefits are tangible:

• Enhanced Engagement: Customers are more likely to interact with content that speaks directly to their interests. 

• Increased Conversion Rates: Relevant messaging leads to higher purchase intent and action. 

• Improved Customer Loyalty: Personalised experiences foster a deeper connection, encouraging repeat business. 

For example, NAB reported a 40% increase in customer engagement after launching its AI-powered tool known as the “customer brain.”  

Dynamics 365 Customer Insights: Revolutionising Personalisation 

Microsoft's Dynamics 365 Customer Insights empowers marketers to deliver hyper-personalised experiences by unifying customer data across various touchpoints. This platform enables: 

• Comprehensive Customer Profiles: Integrate data from multiple sources to gain a 360-degree view of each customer. 

• Real-Time Journey Orchestration: Trigger personalised customer journeys based on real-time behaviours and interactions. 

• AI-Powered Recommendations: Utilise machine learning to predict customer needs and deliver relevant content proactively. 

As one customer noted: 

" With the use of AI-enabled features in Dynamics 365, we believe we can provide a better experience for our team, our partners, and our customers."

The Road Ahead 

As AI continues to evolve, the possibilities for hyper-personalisation will expand, offering even more nuanced and effective ways to engage customers. Brands that embrace these technologies will not only meet customer expectations but also set new standards for personalised marketing. 

Solentive is ready to help you get there. Whether you're just starting your journey or looking to elevate your existing efforts, our team can help you leverage tools like Dynamics 365 Customer Insights to create marketing that truly connects. Contact us today.