Talk more to the consumer and listen less to cookies, dear marketers
Posted: Tue Jan 07, 2025 9:02 am
Multi-screen experiences have become ubiquitous for new consumers . You've probably heard the increasingly common phrase that consumers no longer differentiate between on and off.
The latest data we have available shows that more than 90% of Internet users alternate between several devices in a shopping experience . This is why it is imperative for companies and their brands to be present at each and every contact point in the customer journey .
A situation that has surely led more than one company to wonder why they need to speak face to face with their consumers. Practicing active listening on all those channels where they are present. And the fact is that our consumers are much more than what cookies can tell us about them.
A terrain that we have explored from namibia phone data none other than Sydney (Australia) with the celebration of a new edition of Ad Tech (March 14 and 15). From there we have witnessed the presentation offered by Christian Bartens , CEO and founder of Datalicious and Steve Lockwood , head of marketing science for Australia and New Zealand at Facebook .
We start from a scenario in which 90% of buyers who purchase a product or service have not previously clicked on the brand's ads. For this reason, it is so important to be able to measure each step that our consumer takes :
Evolution of impact measurements in marketing #adtechSYD by Steve/Facebook pic.twitter.com/Sr4qGxsVT3
— Lucio Ribeiro (@lucio_ribeiro) March 14, 2017
An approach in which new technologies are essential. Steve Lockwood has pointed out that current smartphones are 100 times faster than the system used in the Apollo 11 landing.
Lockwood has made it clear that we need to be open-minded in the face of the Big Data ocean we are immersed in. We need to be able to see beyond the concepts that are dominating the debates, since “there is no direct correlation between clicks and ROI . ”
The key lies in the necessary listening to the consumer. It is the consumer who tells us everything we need to know and is increasingly more informed. For example, people who are keen on travel can visit an average of 56 travel sites before making their final reservation, according to Lockwood.
Bartens summed up this approach very comprehensively during the presentation:
The latest data we have available shows that more than 90% of Internet users alternate between several devices in a shopping experience . This is why it is imperative for companies and their brands to be present at each and every contact point in the customer journey .
A situation that has surely led more than one company to wonder why they need to speak face to face with their consumers. Practicing active listening on all those channels where they are present. And the fact is that our consumers are much more than what cookies can tell us about them.
A terrain that we have explored from namibia phone data none other than Sydney (Australia) with the celebration of a new edition of Ad Tech (March 14 and 15). From there we have witnessed the presentation offered by Christian Bartens , CEO and founder of Datalicious and Steve Lockwood , head of marketing science for Australia and New Zealand at Facebook .
We start from a scenario in which 90% of buyers who purchase a product or service have not previously clicked on the brand's ads. For this reason, it is so important to be able to measure each step that our consumer takes :
Evolution of impact measurements in marketing #adtechSYD by Steve/Facebook pic.twitter.com/Sr4qGxsVT3
— Lucio Ribeiro (@lucio_ribeiro) March 14, 2017
An approach in which new technologies are essential. Steve Lockwood has pointed out that current smartphones are 100 times faster than the system used in the Apollo 11 landing.
Lockwood has made it clear that we need to be open-minded in the face of the Big Data ocean we are immersed in. We need to be able to see beyond the concepts that are dominating the debates, since “there is no direct correlation between clicks and ROI . ”
The key lies in the necessary listening to the consumer. It is the consumer who tells us everything we need to know and is increasingly more informed. For example, people who are keen on travel can visit an average of 56 travel sites before making their final reservation, according to Lockwood.
Bartens summed up this approach very comprehensively during the presentation: