Hyperpersonalised marketing: turning potential leads into loyal customers
Nowadays, there is virtually no alternative to hyperpersonalised advertising, because in this age of information overload, consumers are extremely selective. Anything that is not relevant ends up mercilessly in the bin or simply gets lost in the daily flood of advertising. Hyper-personalised marketing goes far beyond traditional one-to-one personalisation. It uses behavioural targeting, real-time data, AI-supported analyses and behavioural data to tailor content, offers and messages precisely to the needs of individual users – across all touchpoints: whether website, app, email, POS or social media. We link online and offline technologies in such a way that even on a large industrial scale, segmentation to each individual target person is possible.
Improve customer loyalty through personalised marketing communications and create 100,000 different variants, each with a single print run. Whether it’s a variant of a retail food brochure, a corporate publishing magazine, or a daily on-demand mailing in print or online PDF format, to name just a few examples.
Take advantage of the positive effect of personalised and individualised advertising messages to convert prospects into new customers!
Hyper-personalisation with LAGO DIM without limits
The additional module DIM – ‘Direct Individual Marketing’ – from LAGO enables you to tailor your marketing measures even more precisely to your customers. With LAGO already covering ‘one-to-many’ and ‘one-to-few’ for 30 years thanks to its unique variant model, LAGO DIM now enables you to deliver ‘one-to-one’ communications for both digital and print channels.
LAGO DIM enables real-time data-driven marketing and AI-driven personalisation for both digital and print channels. Various levels of customisation are available, ranging from simple personal salutations including references to individual shop landing pages to individual products and prices for each customer or customer group.
The same applies to online channels: personalised newsletters and individual email campaigns can be generated with little effort using the new DIM module from LAGO. Cross-channel references from print products to digital channels (print-to-web) create ideal interaction in the omnichannel customer journey using image recognition or QR codes.
This means that marketing measures can now be targeted even more precisely at the recipients. Respond to the ongoing changes in the print and media industry, where it is important to stand out positively from the flood of advertising with relevant content.
Our DIM add-on module enables you to produce targeted advertising material.
Whether for print or online channels, LAGO DIM is designed to meet your needs and reach your customers directly and individually.
We make personalised and individualised advertising campaigns easy
With LAGO DIM, you can:-
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- Create personalised and individualised print pages based on templates or freely designed individual products thanks to predictive personalisation.
- Use of pre-designed LAGO documents as a basis for the transition from ‘one-to-many’ or ‘one-to-few’ to ‘one-to-one personalisation’ by combining existing pages with personalised and individualised offers.
- Cross-channel references from print products to digital channels (print-to-web) create ideal interaction in the omnichannel customer journey using image recognition or QR codes. Especially in micro-moments when users have a clear intention to buy, intent-based marketing ensures the right message is delivered through the right channel.
- Template editor for HTML content
- Creation of personalised and individualised emails and landing pages based on product data from LAGO PIM
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Frequently asked questions about hyper-personalised marketing
Hyper-personalised marketing is a part of direct marketing. With this marketing method, marketing measures are tailored to individual customers. The information that forms the basis for tailor-made advertising materials is usually data that has already been collected in a CRM system during the business relationship. This data includes basic demographic factors such as age, gender and place of residence, as well as statistics on recent purchases and information from customer service contacts. The prerequisite for comprehensive hyper-personalised marketing is therefore the constant, albeit indirect, exchange of information about the customer and the automated storage of data.
The basis of successful hyper-personalised marketing is a solid database and the continuous analysis and collection of purchase history data. If sufficient data on customers or the target group in general is available within the company, software for the production of individual advertising materials is a very efficient tool for addressing customers in a targeted manner according to their preferences and needs. This targeted approach can then be implemented via various channels and advertising materials, such as personal newsletters, individual print products and landing pages that are tailored precisely to a customer profile.
Email, mobile push notifications, messenger services, website/in-app and social ads are particularly effective for hyper-personalised marketing, as they are scalable, data-driven and directly customisable. Traditional channels such as direct mail can serve as a supplement if they also draw on data. The ‘print’ channel is also often used in the form of individualised promotions such as insert flyers as an incentive for subsequent online or offline purchases (see also print-to-web). Print publishing products (advertising brochures, flyers, catalogues, advertising platform inserts, etc.), especially those produced using digital printing, remain an attractive channel that can be remembered for a long time thanks to its haptic presence.
LAGO’s DIM (Direct Individual Marketing) add-on module supports hyper-personalised marketing measures by enabling a comprehensive and personalised customer approach. Through data integration, content personalisation, campaign automation and cross-channel coordination, your company can increase its marketing efficiency and build closer relationships with its customers. By permanently linking products on print pages to LAGO PIM, you can automatically create references from the printed page to digital channels.
Our customised development services offer you exclusive software tailored to your needs
- Short development cycles thanks to modern Scrum methodology.
- Creation of the best solution and incorporation of your feedback through early pre-deliveries.
- Version security.
- Developments possible at various levels of integration.
- A team with extensive experience in customer-specific developments
- Since our foundation, we have developed and produced exclusively in Germany
We have a very long and intensive selection process behind us and are 100% sure that Comosoft is the right choice for us to have found enormously innovative, long-term partners. With this partner we can optimize internal processes and further enhance our competitiveness
Hélène Gariba, RAJA MEDIA
Comosoft, a leading provider of PIM & Multichannel Media Production Software, wins Europe’s No. 1 packaging supplier, RAJA Group
Hamburg/Paris, October 2016 – The French RAJA Group, expert for packaging of all kinds, has developed into a multi-channel player in recent years. Catalogue, web shops, telephone and 19 national sales companies have been the main channels used to sell “a comprehensive range of high quality products”. In order to be able to expand further here, the company launched its “RAJAMEDIA Vision” project in 2015 and thus launched a very extensive search for the appropriate system solution(s). The result of the four-stage selection process: LAGO4 from Comosoft.
Our Head of Product Management will help you to find the right solution
Whether you need automated processes or multichannel rejection of your advertising material production, our experts are available to answer all your questions. Despite standard software, we give our customers the necessary flexibility to adapt LAGO optimally and individually to the respective processes and organisation.
