Why Irish Brands Must Personalise in 2025
In today’s crowded market, generic “one size fits all” campaigns fall flat. 71% of consumers expect personalised interactions and get frustrated when they don’t receive them. Personalised campaigns can generate up to 6x higher conversion rates. Brands that personalise see greater loyalty, repeat purchases, and higher customer lifetime value. For Irish SMEs, personalisation is the way to compete with bigger players.
Deloitte Digital reports that consumers increasingly expect relevant, context-aware brand interactions across all touchpoints.
What is Hyper-Personalisation?
Hyper-personalisation goes far beyond using a customer’s name in an email. It uses real-time data, behavioural insights, and automation to deliver content and recommendations tailored to the individual, at exactly the right moment.
- Recommending the right product at the right time
- Showing tailored website content based on browsing and purchase intent
- Delivering emails/ad campaigns triggered by genuine customer actions
FAQ
Q: How is hyper-personalisation different from traditional segmentation?
A: Segmentation groups users by broad categories. Hyper-personalisation recognises each individual’s needs in real time, adapting marketing accordingly.
Why Personalisation Matters for Irish Brands
- Irish consumers expect brands to know them, without being intrusive
- 56% of Irish users research businesses online daily
- Personalisation increases loyalty and engagement
- SMEs can win on connection, not just price
Common Pitfalls: Insights from Our Brand Audits
Through Brand Performance Audits, The Smart Group uncovered frequent blockers:
- Lack of audience insight (missing data, guessing needs)
- Outdated messaging or “corporate speak”
- Inconsistent brand tone across platforms
- Generic strategies that don’t connect emotionally
Audit Example
- Brand tone felt too formal for a playful product range
- Social posts missed the target audience’s real interests
- Website informed, but didn’t inspire
By fixing these, brands achieve relevance and resonance.
The Smart Group’s Approach: Aligning Brand Strategy & Personalisation
Effective personalisation starts with a crystal-clear brand strategy.
- Brand Positioning: Define who you are and why you matter
- Audience Insights: Back every decision with real data
- Personalisation Engines: Use the right tech (email, ad targeting, dynamic web)
- Content Creation: Personalise topic, tone, and timing.
Effective personalisation begins with a clear Brand Strategy.
Personalisation in Action: Growth Marketing Subscription
Every month, our Growth Marketing Subscription delivers:
- Adaptive email campaigns – content/timing change with every customer action
- Dynamic website pages – show different offers to unique visitors
- Ad retargeting – only show the most relevant promotions to engaged audiences
- Consistent brand voice – across web, email, and social channels
Awareness Still Matters
Don’t jump to tactics before building trust and recognition. Our layered approach delivers:
- Brand Audit: Find what’s working (and what’s not)
- Awareness Campaigns: Warm up the audience
- Hyper-Personalised Tactics: Drive conversions and loyalty for a brand people know and like
What Does It Mean for Your Business?
If your marketing feels generic, disconnected, or stale, it’s time to review your strategy. Hyper-personalisation is not just for big tech, it’s essential for every Irish business.
Ready to Personalise Your Brand?
Book a Brand Performance Audit and let us help you!
