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.
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%).
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.
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.