Tagged 'buyer experience'

Choice Impressions: The Diamond in the Rough

Posted by Bill Guild on September 3rd, 2014 at 12:01 pm

How advertisers use them and what publisher may do about them.
Back in June, I had the privilege of sitting on Joanna O’Connell’s panel at the Cynopsis Digital Big Monetization Summit in New York.  A lively conversation ensued which revealed some of the friction between publishers and advertisers. On the one hand, publishers are represented by supply-side partners that are working to sell blocks of inventory at favorably negotiated prices. Advertisers, on the other hand, are represented by demand-side partners trying their best to cherry-pick impressions and acquire them at rock bottom prices.  My post-conference thoughts reflected on the difference between the premium impressions we have become accustomed to and the new choice impressions.
Premium impressions come from premium publishers.  They are, in fact, defined by the publisher that generates them. Choice impressions, in contrast, occur naturally and can be found anywhere.
Choice impressions are those where the confluence of audience, content, and creative conspire to produce advertiser value.

The impression is choice (as in the preferred cut of meat, or the best seats in the house), because it represents a highly qualified consumer who is currently engaged with content that is relevant to the brand’s message in the creative.  Having caught the right... Read more

Are You Delivering the Right Pricing Experience?

Posted by Jeannie Walters on July 16th, 2014 at 6:30 am

The arc of customer experience never ceases to amaze me. I get asked so many thought-provoking questions! This one I was asked recently seems so simple:
"Should I consider pricing part of the customer experience?"
In short, the answer is yes. But it’s really not as simple as it sounds. It’s simple enough to just experiment with your pricing based on the market, what competitors are charging, what sells, etc. But have you considered how your customers EXPERIENCE the pricing of your products or services?
Pricing IS part of the experience.
When I started 360Connext five years ago, I made a very deliberate decision not to have a set “rate.” My experience with what I do – consult, provide deliverables, speak, hold Touchpoint Discovery Workshops – has taught me that having an hourly rate doesn't make much sense to me or my customers. Charging an hourly rate seems to prioritize my time over the actual value of the work. It causes me to fret about how much time I spend on a specifically challenging deliverable (should I be charging more?) and it generally causes unnecessary tension in the experience.
This can get awkward, admittedly. Some clients think it’s important to know what 5 hours of my time... Read more

It’s Time to Bust Marketing Silos, Get Integrated

Posted by Scott Vaughan on June 23rd, 2014 at 8:47 am

Marketing has clear marching orders to define, discover, engage and delight customers every day, along each step of the buyer’s journey—from prospect to loyal customer. While this has always been a business goal, the impetus is now squarely on marketing chiefs and their teams to make it happen.

The Groom's Still Waiting At The Altar

Posted by Grant Johnson on March 6th, 2014 at 12:26 pm

The title of this post is based on an old Bob Dylan song. You see, and I have said this for years, most social media can be pretty effective at establishing trust and a relationship. Where it typically falls short is the consummation of the relationship, the marriage. Or, in advertising and marketing, the sale and doing business with the advertiser.
At least part of the blame lies with inbound marketing. If you have a great offer or message, you may get too many leads. Think quality over quantity. That’s where testing the right offer/message at the right time to the correct audience becomes so important. Test, test, test.
If you have leads that are less than ideal, they will not be followed up with properly (a big problem in most lead generation programs anyway) and the good prospects will become frustrated and the sales people will lose faith in your marketing because you are providing “bad” leads to them.
I have seen this countless times. With all this inbound marketing it’s actually become worse, because we can generate a greater number of leads faster than ever before, exasperating the divide between sales and marketing.
To begin, make sure you have a follow-up process... Read more

Simple is as Marketing Grows

Posted by Grant Johnson on February 24th, 2014 at 2:32 pm

"If you can't explain it to a six-year-old, you don't understand it yourself," said Albert Einstein.
We live in an over-communicated society.
Heck, when I began in advertising and marketing, adding an outbound phone call to a direct mail campaign was considered "Integrated Marketing."
The fact is, we are exposed to thousands upon thousands of media impressions each and every day.  As such, as consumers, we CRAVE simplicity. If you can simply explain what you are selling (which, by the way, is what advertising and marketing is), and how your product/service will benefit me, then wrap in a compelling reason -- the correct messaging and/or offer, I will likely take the next step in your sales process. But please make sure to explain to me what you want me to do -- call, respond to the email, visit the website, like us, etc...
Precise copy is the key, but we also must consider how we can graphically simplify our message so it is easier to digest and get the point across immediately. Here is an example of what I mean: http://www.a2591.com/2011/03/more-minimalist-effect-in-maximalist.html
Most of these everyday products are, perhaps, better served today as stripped-down versions.
That's why the combination of video and the internet/social media is so... Read more