Consumers continue to resist advertising: Clutch reports that 93% say they skip ads when they can (55%) or always (37%). Oddly enough, this surveys show somewhat higher satisfaction with what consumers do see: 76% say they see relevant ads monthly and 47% are comfortable with personalized content. Entertaining or interactive ads are most likely to capture attention (78%), followed by ads that are informative or inspirational (63%).
Traffic to ecommerce websites fell 1% year-on-year while ecommerce app sessions rose 13%, according to Similarweb. Shopper experience still needs improvement: 41% of shoppers feel like strangers to their favorite retailers and only 20% see frequent personalization. Convenience is king: 55% say they’d pay more to find the right item without scrolling through several pages of results.
Consumers aren’t getting what they want from customer service, either. Although CallMiner found that brands say just 20% of consumers view digital interactions as their preference for most issues, 84% of brands require them to engage with a self-service platform during a typical support journey. Nearly 30% of brands limit escalation options, which isn’t friendly at all.
Media mix models (MMM), originally developed in the 1960’s, have undergone a resurgence as new technologies make them easier to execute and click-based attribution becomes less credible. But evaluating MMM brings its own challenges. Australia-based Mutinex offers a vendor-neutral Open Source MMM Validation Framework which is now available for free to North American marketers and agencies.