My daughter has entered the beloved phase of the terrible twos, and I am enjoying all the boundary (and patience) testing hallmarks that come with it.
The desire for independence at the expense of a nice, orderly dining, shopping… really any experience. Immediate “Nos” to any question asked.
The claim of ownership of all things bright, sparkly and/or cute. I lost count of the times she says “mine” as she clutches an item close to her chest that she’s just taken from my six-year-old, my husband, or myself.
The best part of the terrible twos – tantrums. I’m only partially being sarcastic. There are times that it is quite entertaining.
I hate commercials, but not as much as my two-year-old.
My daughter’s favorite show is The Wiggles (I am so over it). Whatever media device is nearby, The Wiggles must be on. This is the great gift of the on-demand culture we live in now. She knows how to turn on the phone or tablet, navigate to YouTube Kids, and select The Wiggles.
I made the mistake the other day of navigating to The Wiggles via regular YouTube. Trust me, lesson learned. In the middle of her show or when she selected another episode of The Wiggles, a commercial would play.
I was busy in the kitchen cooking, when all I could see was her jumping up and down and screaming “It’s not working!” Confused, I went to check and realized a commercial was playing. Most children’s programs (at least for age four and below) don’t have commercials.
I told her it was a commercial, knowing full well she had no idea what that meant, and let her know the show would be back. But her lack of patience led to furious clicking around the YouTube interface and then throwing the phone (and then herself) to the ground. I was so amused. We took a break from YouTube and went to play in the backyard.
Reflecting on her reaction, I realized she is no different from how we as adults are today. We have our own mini tantrums when we see an ad or commercial. For example, I will be watching a live show and after the second set of commercials, I will set the show to record in order to watch it later and fast- forward through the commercials. Below are a few stats that confirm our displeasure with ads.
It’s not that ads are innately bad. But they are bad when they don’t resonate with the consumer. A commercial about a truck doesn’t appeal to me and it’s a waste of money for that brand.
It is important for brands to get in front of us so they can be considered during our discovery phase of what to buy next. Sometimes the best part of a shopping trip is the discovery.
Nordstrom and Sephora are just two examples of brands that recognize this to be true. Their brick and mortar experience encourages you to look around and explore and their e-commerce experience is personalized and immersive.
It’s time for all retailers to deliver a personalized experience at every touchpoint. You know your customer - show them you do by adding value to their shopping experience. For my daughter, it should be a promotion for an upcoming Wiggles live show, associated Wiggles merchandise, or otherwise no commercial.
Retailers can go beyond personalization and up-level to individualization by leveraging AI-powered acquisition and engagement customer platforms that mine their data across departments and channels and create a single view of a customer. From there, intent data and the retailer’s knowledge base rounds out the profile of the customer to best predict their next action, which then informs the best display ad or personalized landing page to display.
Go further with an AI-enabled search bidding platform, where bids are not only optimized to get the best ROAS, but search activity (that happened off-domain outside of the retailers owned properties) can be leveraged in real-time to update the display ads and/or webpage displayed to the consumer. Follow up with a chatbot or chat agent powered from the same AI platform and the consumer is in an immersive individualized retail experience that doesn’t feel like they’re just being sold to. They feel like a relationship is being built.
The ROI on personalization is clear. Below are wins from a few of 7.ai customers
To learn more, download the article Let Data Lead: The Key to Making Marketing More Personal