ProXXima 2024 and the Hyper-personalization of Consumer Communication
In the rapidly evolving world of modern consumption, brands are preparing for the consumer of the future in innovative and adaptive ways. This new type of consumer is multi-connected, can access content on various devices and platforms, and demands a personalized experience that adapts to their individual needs and preferences.
One of the key strategies that brands are adopting is the collection and use of data combined with the automation and insights that can be generated and amplified with artificial intelligence. This combination allows brands to gain valuable insights into consumer behavior and preferences, enabling more precise and personalized communication. The Proxxima event, held by Meio&Mensagem in São Paulo on June 4 and 5, focused on this scenario, the hyper-personalization of communication with the consumer; bringing debates, cases, market news, and leading experts in the field to address and discuss the topic of the new world of communication.
Through data collection, brands can gather detailed information about a consumer’s purchase history, interests, social media interactions, and other behaviors. Advanced AI algorithms then analyze and interpret this data, which identify patterns, trends, and individual preferences. In one of the talks at the event, Raquel Arruda, Shein’s marketing director in Brazil, raised the profile and positioning of one of the world’s largest fashion retailers. The company is investing heavily in a specific area to study consumer behavior and, using AI, predict fashion trends, cater to different niche audiences that are little explored by the sector, hyper-personalize the content on its website and app, and even manage stock based on data.
On the other hand, in a talk that addressed the strategies of the big leaders in the new order of personal care and beauty brands, Poliana Sousa, personal care leader at Unilever Brazil, defended Dove’s position of not using AI in any type of content, since they defend the cause of real beauty. Poliana spoke about a study that showed that 1/3 of women worldwide would trade a year of their lives to achieve unattainable beauty.
It is remarkable that based on these insights, brands can create highly segmented and personalized marketing campaigns, provided that this new positioning is in line with the brand’s purpose. This topic was covered in Samsung’s Connected Ads talk, which discussed the importance of contextualizing campaigns and using data to create a repertoire for generating content. This ensures that communication is targeted and specific to the interests and needs of each consumer.
However, brands must adopt an ethical and transparent approach when collecting and using consumer data. This includes ensuring data privacy and security, obtaining adequate consent for the collection of personal information, and providing consumers with clear and accessible options for controlling how their data is used.
By better understanding individual needs and preferences, brands can build stronger, longer-lasting relationships with their customers, driving growth and success in the ever-changing marketplace. The brand needs to be relevant at every moment of impact with the consumer, in a personalized and integrated way. The big challenge is for brands to understand that artificial intelligence is a journey, not a technology project.
Are you already transforming the way you connect with your consumers? Contact DP6 to find out how we can help your brand implement hyper-personalization and artificial intelligence strategies. Click here and talk to us today!
Profile of the Author: Nathália Raquel de Oliveira Souza | She has a degree in Advertising from Mackenzie, is passionate about the world of digital marketing, and is a first-time mom. She is currently the Growth Manager at DP6.
