Why Hyper-Personalization is Key for Marketers in 2020

In the words of Malcolm Gladwell, marketers in 2020 have finally reached the'tipping point' where scalable hyper-personalization of marketing activities is not only possible, but is rapidly becoming a requirement in order to stay up with evolving consumer trends. The shift to more towards personalized, targeted shopping experiences is largely due to the advancements in marketing technology, with elements of machine learning, artificial intelligence and biometric identification all becoming more integrated with one another in order to deliver customized promotional opportunities. An example of this can be found at the Westfield shopping complex in Shepherd's Bush, London - the complex now has cameras in and around the mall which use facial recognition technology to determine the age, sex, and even the mood of the shoppers as they move through the buildings. Based on what the system learns, it can then display different ads on the various digital billboards around the mall in order to maximize consumer response. In today's digital era, with the advent of such engagement technologies, we are now at a stage where account-based marketing (ABM) and personalization have become more practical and scalable than ever before.