Hyper Relevant Marketing

Consumers are exposed to nearly 10,000 ads per day, creating information overload and making it harder to capture consumer attention. This has lead to an increase in the use of ad-blockers. So, what can brands do? In this article, we focus on one solution: hyper-relevant marketing.

Hyper-relevant marketing is when a brand delivers a message at the right time during the purchasing funnel. This can be achieved either by delivering a message when a consumer is looking to buy or by using tools at a relevant time to help consumers buy.

Five great examples of hyper-relevant marketing:

To help understand how hyper-relevant marketing can work, here are a few elements of it IS, and what it IS NOT:

What hyper-relevant marketing IS:

What hyper-relevant marketing IS NOT:

The following case study shows how Very.co.uk used hyper-relevant marketing methods to build awareness of the Very.co.uk fashion range.

Research by Onepoll indicated that 72% of women are inspired to buy an item of clothing based on what they have seen celebrities wear. Using this information Very.co.uk built a banner that allowed consumers to drag a celebrity image from a web article onto the banner. Using image recognition technology, the banner would return the three closest matching dresses from the Very.co.uk fashion catalogue. Nicknamed ‘Drag and Shop’, the campaign provided a tool to consumers that was hyper relevant to the articles they were reading. Drag and Shop delivered engagement rates of 22% (industry average is around 4%), and the campaign delivered a return of £14 for every £1 spent (1400%).

Hyper-relevant marketing methods can additionally be used further up the marketing funnel to build awareness. In the Very.co.uk example above, this was achieved by creating a tool that consumers can use to discover more about a brand plus delivering this tool in a relevant place. At every stage in the purchasing funnel there is a way to deliver a hyper relevant message; hyper-relevant marketing is about helping the consumer to discover, learn and buy.

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