RampUp 2018 — Top 3 Takeaways
Quango recently attended RampUp 2018, LiveRamp’s conference for leaders in MarTech. Read on for Director of Client Services Trisha Lester’s top takeaways from the opening keynote with Wells Fargo CMO Jamie Moldafsky and LiveRamp GM of TV Allison Metcalfe. For takeaways from the creative side, check out our Creative Director Tobias Sugar’s wrap-up video here.
The Human Touch
Despite society’s technological advances, customers still want to feel like they’re dealing with a human being — not a machine. Your goal should be to treat data as an opportunity to make your marketing more human. For example, Wells Fargo collects billions of data points about their customers: When do they spend? How much do they spend? How do they like to communicate? But what’s the next step once you’ve got the data? Learning the pros and cons of the customer experience is an opportunity to build trust and brand equity. This point reminded me of my own Rent the Runway account (RTR is a service that allows you to rent fancy gowns for special events, as opposed to purchasing). Because I have built up data based on my order history, I consistently receive ads featuring specific dress recommendations around the holidays and/or special events. That makes me feel like I am dealing with a company that understands me, my lifestyle, and my preferences. I don’t want to look at another service — because this one gets me.
Honing the Customer Experience
Paying attention to the customer experience was a common theme throughout RampUp. It is no longer good enough to flood the market with advertisements, as today’s consumer expects to see unique ads tailored to his or her particular interests. This isn’t a fad — it is becoming the norm. As advertisers, we face the challenge of addressing this expectation as it continues to grow — like having a customized website that displays relevant content based on the viewer’s history. Customers like to have a variety of entry points as opposed to a single workflow. For example, if you want to contact your bank, you don’t just have to call the branch. Maybe you prefer to email? To text? To use live chat? Being available to the customer in the way they prefer to do business keeps customer experience at the forefront.
Building Trust
Trust is a key factor in creating successful customer relationships (no surprise there), and a lot of that has to do with how businesses and marketers manage customer data. Of course, cyber security is a component of that — but another big piece is what we do with their data to learn about them. We earn trust by analyzing and interpreting data to learn about our customers so we can anticipate their needs and provide them with relevant content. Building trust is crucial — and companies who do it right tie together the human touch and the customer-centric experience.
Thanks to LiveRamp for putting on such a great event — and for continuing to develop services that revolutionize marketing and advertising. Check out more recaps from RampUp 2018 or visit LiveRamp.com to learn more.
