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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
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
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.