Why customer experience matters to your advertisersJuly 24, 2019, written by margarita
The modern day consumer is extremely demanding, self-aware, and at times, difficult to advertise to.
They understand when they’re being targeted, they lack trust in some traditional forms of advertising, they are very aware of the value of their personal data and they know what good customer experiences look like.
While this may seem like a negative for brands and specifically for your advertisers, there are still plenty of positives to be taken from the modern consumer. Specifically for the brands that they value, and most-importantly that they feel value from.
The importance of customer experience
We know that 41% of consumers have switched from one brand to another because the former didn’t take the time to learn about them and reflect this in their interactions with them.
By helping your clients to understand who their customers are and learn more about them, you’ll help them stay ahead of the competition.
Their existing customer experience
They may believe that they are already catering to the needs of their customers and providing them with the experience that they crave. In most instances this probably isn’t the case.
In fact, 80% of companies feel that they are already delivering super experiences for their customers. The reality is that just 8% of customers think this is the case.
There’s clearly a gap.
As a media owner in an ever-changing landscape, you have the opportunity to help your advertisers fill it and continue to provide additional value to your clients.
Helping them to learn about their customers
Simply by reporting on the usual metrics of click-through rate and impressions, you’re not providing sufficient value for your clients. How can you help to learn what really resonates with their customers?
It’s crucial to dig a little deeper to analyse more about the users that engage with their ads. Important metrics include the following:
- Marital Status
- Device Type
- Time Breakdown
- Keyword Breakdown
In the short-term this helps to illustrate where future spend should be allocated in line with the types of deal, offer or creative that resonate with a particular audience.
Taking time to understand these variables will improve the customer experience when building and flighting their digital display campaigns with you.
The additional value that the above metrics provide lie in the ability to build key personas and customer profiles for each of their products and services.
By knowing the age, gender and income of their audience, they are beginning to better understand the needs and desires of their customers. This will impact their brand messaging, the creative they use in all of their advertising and where they advertise.
An understanding of the devices their audience are using, when and where they are spending their time online and the keywords they’re using to search, will give a detailed picture of the habits of their customers, their changing mindset and their core interests.
That means a much more tailored knowledge of their users.
These learnings are then applied to the ongoing customer experience across all their brand touchpoints, creating a deeper connection with their customers and a valuable interaction for both sides.
Provide a personal touch to their digital display campaigns
Offering your advertisers insight into their consumers is just one way to ensure that they provide a better customer experience.
Through the products that you offer as part of your digital display advertising packages you can also ensure that their campaigns are tailored and personalised for their audience through the right use of feed ads, dynamic creative, and retargeting.
The more the ads are personalised and the better they cater to the needs of the individual, the stronger they will perform for your clients.
Book a demo today to learn more about the Localstars offering and how you can help your advertisers focus on customer experience to give them a competitive edge.