Digital advertising – chasing ROI at expense of customer loyalty

Image credit: Ozz Design | shutterstock.com

Advertising and marketing professionals have significantly different priorities when it comes to customer experience because they are working to different internal mandates. This is according to Adobe’s 2019 Digital Trends Advertising in Focus report.

For advertising professionals, the biggest priority for almost half of respondents (46%) is to demonstrate Return on Investment (ROI) to the rest of the business. This is followed by better audience targeting and segmentation (42% of respondents), and improving channel efficiency (40% of respondents). All of these point to a strategy that prioritises immediate and tangible results – despite the fact that nearly a quarter (23%) stated that the most exciting opportunity for 2019 was data-driven marketing that focuses on the individual first.

By comparison, nearly two-thirds (64%) of marketers stated that content and experience management is a top priority – which falls to less than half of advertisers – as they look to build loyalty and lasting customer relationships.

The research suggests that building customer experience strategies is the way forward. Of those surveyed, companies that were centred upon building long-term customer experience were the most successful and were almost three times more likely than their peers to surpass their business goals.

With this in mind, Adobe’s Digital Trends report points to a need for advertising and marketing teams to unite on the customer experience front by bringing together rich audience data and insights, align this with their ad targeting strategies, whilst ensuring the creative connection with the audience is maintained.

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