Hyperpersonalisation - The Secret Sauce Marketeers Crave

Ever felt that a brand was inside your head? Like some force just knew the unspoken need deep inside you?

But—is it magic? No. It is nothing but an intricate relationship between technology and human psychology.

A few months back, Spotify hit me with their annual Wrapped recap.
But this time, they didn’t just show my top artists. They dug into my forgotten playlists from 2017—a song I hadn’t listened to in years.

The message? 
"Remember this? You loved it once. Time to revisit." I clicked. Nostalgia hit. I messaged my old roommate about the track we blasted during finals.

That’s the power of personalization: it’s not just about selling stuff. It’s about connecting.

So how do you do it?

1. Use data to spark emotions.
   People click because they feel, not because they’re told to buy.
   

2. Timing is everything. 
   A discount on winter coats in July? Nope. A "season’s almost here" reminder in September? Bingo.
   

3. Test and adapt. 
   What works for me (emo nostalgia) might flop for someone else. Ask, tweak, repeat.

Why it matters?
When brands get this right, you don’t feel like a customer—you feel like a human with a story.

• It’s why Netflix suggestions feel cozy, not creepy.

• Why Sephora’s emails feel like a bestie’s text: "Hey, your favorite mascara is back!"

Start small. If you’re a business, look at your customer data. What small thing can you automate to feel personal?

• A birthday email with their favorite product?

• A “welcome back” note after they’ve been away?

Tiny moments add up.