The main message in the presentation delivered by Fred Maude, Performance Manager for NMPi, was that the customer is always right. At an industry level, at a brand or advertiser level, and at a campaign level, the customer is always right.
Experience Matters for the Industry
“Globally, monthly active desktop ad-blocking has grown 400% since January 2013 to 220 million” according to Adobe. This is a frankly staggering statistic and highlights a problem that rests above any one advertiser. Consumers are not happy with the industry in general, and we as an industry have the most to lose. The ad industry plays a major role in keeping a lot of web content free.
Experience Matters for your Brand
More than ever before, the customer is right. They wield more power and influence due to:
- A wealth of choice – if you aren’t providing an experience that delights, then a consumer will just find someone who does.
- Ease of switching – a consumer and switch to a competitor with little to no effort, and possibly pick up an introductory offer along the way
- Louder voice – it only takes one trending review or social media post to make or break your campaign.
The bottom line is, if we don’t give them an experience that they like, they can punish us in ways and speeds not possible before the digital age. Fundamentally, if we don’t provide exceptional experience, then someone else will.
Experience Matters for your Campaigns
At the lowest level, the customer is still right – you just have to find them. There are people out there who will purchase from your campaigns, but finding them within budget constraints is difficult. On top of showing new and creative ads, you have to ensure that you are maximising performance potential.
Ads are like Marmite, so find the people who love your digital marmite by making your campaigns as granular as possible, breaking down your internal silos, and underpinning it all with analytics. Find out what technology your partners are using and work to integrate them. Make sure your channels are all working towards a common goal. Creating this greater experience will lead to higher engagement and increased direct response.
If we look after our own campaigns in this way, then the industry can look after itself.