Understand your customer

As the nation slowly works its way up to full speed, it’s undeniable that the landscape has changed dramatically for every brand—especially when it comes to marketing and advertising. Many are looking for new ways to better connect with customers to meet their needs and encourage their continued patronage and loyalty, while others are attempting to reach out to a whole new audience who may not have known about them pre-pandemic. But even as brands are eager to get back to normal—whatever the new normal is—much like consumers, they’re faced with an uncertain future that may be affected by new financial restraints. For marketers looking to make a big impact on their bottom line, now is the time to consider pivoting advertising efforts to advanced TV (Connected TV/OTT and addressable TV). While traditionally cost prohibitive for many brands, the pandemic has greatly changed the availability of TV advertising. TV advertising is now more affordable than ever, opening up opportunities to brands who may not have had the ability to include it in their previous marketing plans. Whether it was due to the cancellation of live events or the delay of basketball season, or just general skittishness that’s keeping other brands from spending money on TV advertising, their pivot is to your benefit. There’s no question that consumers’ attitudes toward brands will have changed during the pandemic, which means they might need to be reminded of your brand and what it has to offer. There may be some who are seeing your brand for the first time, or for the first time in a long time. The good news is, people are watching TV now more than ever before. According to Experian’s Consumer Sentiment Index, television consumption is up 41% from mid-May to mid-June. Cable TV viewership has seen a 22% increase over the same period of time, showing that consumers are still connected to traditional TV viewership. Another reason why now is a great time to make advanced TV part of your marketing plan. While many states are still rolling out their re-opening plans, many consumers are still working from home, and the job landscape is still firming up. That means your customers will still be passing the time at home as the landscape continues to shift and change, and their attention will likely be directed toward their TVs. Plus, with consumer spending starting to rebound, you can benefit from this directed attention in a new medium. And consumers aren’t just watching TV on their televisions. Smartphone use is up 41% over last month, as is desktop/laptop use at 38%, and tablet use at 21%. And, when they’re not watching their favorite show on their phones, computers or tablets, they’re visiting advertiser websites and using apps more heavily. This means that brands can supplement their TV advertising with an omnichannel approach to ensure their consumer can connect with them through any device they’re using. All of this may sound intimidating to brands who haven’t previously advertised on TV or executed an omnichannel campaign, but rest assured that the power of data can help make the experience fairly seamless. A data-driven marketing strategy can help brands better understand their audience, including demographics, lifestyle, behavior and attitudes—as well as their preferred engagement channels. This helps ensure that your message resonates and is seen on the devices and channels your audience frequents most. With Experian’s 50+ years of experience with consumer data, you can rely on us to help you execute a data-driven advanced TV campaign that targets the right audience with your message. And we collaborate with all TV operators and have connections with many industry media partners, so you can choose exactly where you want your outreach to go. Find out more about how Experian’s Advanced TV capabilities can help you have more meaningful interactions with people: https://www.experian.com/marketing-services/television-advertising.

Retailers have always known that building a loyal customer base is the key to success. But whether they’d successfully done so or were still working towards their customer loyalty goals in Q1 of 2020, the global pandemic changed everything. With shoppers shifting purchasing habits almost solely online, retailers with an established online presence were able to navigate stay-at-home orders and other business restrictions. As of June 9, 2020, according to Experian’s Consumer Sentiment Index, half of Americans (47%) are buying more online than they did in the past. So those who previously relied on their brick and mortar business may have had difficulty staying afloat. Undeniably, the landscape has shifted dramatically, and it’s about to do so again as stay-at-home orders are lifted and retailers are being given the green light to re-open, albeit with guidelines and restrictions they’ve never faced before. With so many different messages that need to be shared, and the need to stand out among thousands of other retailers working to grab the attention of the same audience, mobile location data is an important tool in a retail marketer’s arsenal. For example, so much of the in-store experience moved online at the start of the pandemic. As a result, a lot of consumers have gotten comfortable with that format and may be apprehensive about the in-store experience, especially with all the changes required for re-opening. Using mobile location data, retailers can identify audiences that are more likely to return to in-store visits, and tailor messaging to address their questions and concerns to encourage their patronage. They can effectively communicate information surrounding the rules for in-store shopping, including face masks, social distancing, how they plan to protect their clientele, and more. If, after sharing their re-opening information, retailers find customers aren’t coming to them but are instead visiting competitors, mobile location data can help them determine consumer patterns based on competitor shopping to gain a greater understanding of why they’re shopping elsewhere. Using this information, retailers can adjust their outreach to better speak to their target customer and their needs, and encourage their visit with more relevant messaging. And of course, there will still be some customers who feel more comfortable continuing with online shopping. Mobile location data can also assist brands in identifying those audiences so that they can adjust their communications strategies and messages accordingly. Meanwhile, many retailers have shifted from a buy online pick up in store (BOPIS) model to buy online pick up at curbside (BOPAC), both for convenience and safety. As restrictions lift, some will soon be shifting back to BOPIS. Mobile location data can help you determine if this is a more preferred method of shopping by analyzing consumer behavior. If customers aren’t ready for an in-store visit but still have needs that could be met by a particular retailer, that brand can create messaging that supports their desire to do their shopping online and pick up their purchase—whether they come inside or opt for curbside pickup. The more retailers know about their customer’s habits, behaviors and interests, the more they can address their needs and concerns with personalized messaging that can make an impact. Additionally, because so much of life moved online during the pandemic, consumer data may be even more fragmented than before, with their attention spread across multiple devices and channels. Using mobile location data—in combination with demographic and psychographic data—retailers can learn more about consumer behavior, including stores visited, shopping preference insights, hobbies, and more. While the retail industry is facing incredible challenges in the wake of unprecedented change, the right data can help them bridge the gap between where they were, and where they want to be—especially when it comes to nurturing consumer connections. And as retail marketers work on new messaging that shares their unique plans for re-opening and emerging post-pandemic, how that communication is delivered, and who it’s delivered to, could make all the difference in a successful re-opening plan. Contact us today to find out how more about Experian’s retail marketing solutions. And be sure to check out our other retail blog posts as well.

Article written by Jill Canetta, Experian Marketing Services’ Chief Data Officer, and Mark Pryzbylski, Experian Automotive’s Senior Director of Product Management At this point, it’s indisputable that the COVID-19 pandemic has completely changed everything for everyone on a multitude of levels. And now that the country is moving toward easing stay-at-home restrictions and people are starting to venture out into the world, auto marketers are faced with unique challenges amid an uncertain future and customers who aren’t sure of the best step to take next in their ownership experience or potential vehicle purchase journey. However, that uncertainty provides an opportunity for brands to make deeper connections with current customers and interested consumers—provided they can understand and address their customer’s needs in a supportive way. You need to lead with empathetic messaging that directly addresses their needs and offers support during this challenging time. Data is the starting point, and Experian is ready to help. First, you need to understand what consumer outlook looks like on a national scale, in real time. Using insights gleaned from consumers across the country, Experian created a US Consumer Sentiment Index built on daily survey findings that outlines what customers are thinking and how they’re feeling during COVID-19. As of June 10th, 2020: 44% have automobile payments they need to make monthly, with Millennials and Gen X leading the pack at 50% 21% are considering buying a new vehicle within the next few months, with Millennials at the forefront of this drive at 16% Of those considering a new vehicle, 63% will continue with their purchase as planned, 42% will buy something less expensive, and 18% will consider leasing, with Gen Z leading the last two these categories Certainly, this data can help auto marketers glean the information they may need to begin targeted outreach, especially when sentiment shows there’s still a need and desire to own, lease or rent a vehicle. But this is only part of the picture. To create a complete view of the customer, marketers need to fill in the blanks so they can thoroughly address their needs and let them know they’re both ready to help, and capable of doing so. For example, due to the changing landscape, it’s unlikely that dealership walk-in traffic is going to present the same opportunities for purchase that it once did. This means marketers will have to leverage new avenues to execute their outreach. Using the power of data, auto marketers can identify those who are most likely to be in the market for a new vehicle, such as those coming to end of lease or those who are soon to be in equity on their current vehicles. But how can this information help you in your outreach efforts? Demographic, behavioral, life event, lifestyle, automotive and attitudinal data can help you tailor a compelling message to address their stage of ownership—and potentially address their new or emerging needs as a consumer. Perhaps their child is starting college in the fall and needs a vehicle. Or maybe they’ve downsized and don’t need an SUV anymore, so a compact car would better fit their needs. When it comes to leaseholders, data can show you which leases are coming up for renewal or termination. Regardless of their situation, leaseholders will need to decide on their future vehicle needs whether it means buying their car, leasing another, or going in an entirely new direction—one that may potentially be more cost effective to address the issues they may suddenly be facing. Beyond identifying your target audience, you need to understand how to reach them. We also offer the opportunity for multi-channel media activation, leveraging our relationships with more than 100 media partners and digital platforms to launch and optimize your one-to-one marketing campaign across all channels. And to help you determine the ROI of your offline and online campaigns, our measurement tools help you gain actionable insights for future campaigns with easily digestible dashboards and reports. As we all adjust to the new landscape and find different ways to navigate the current environment, marketers need to be cognizant of how they’re targeting new consumers—especially when the landscape appears to be unstable. By addressing consumers with relevant and thoughtful messaging that supports their needs, marketers now have the opportunity to create deeper connections that can create loyalty that lasts a lifetime. Learn more about how the Experian Marketing Engine for automotive marketers can help.  

It’s been more than two months since COVID-19 was declared a national emergency on March 13 and since that time, consumers have dealt with a lot of uncertainty and fear—ranging from the health and safety of their families to financial stability and beyond. With the prospects of returning to normal changing every day, consumers’ feelings around the pandemic and how they’ve adjusted have also shifted and will continue to do so in the months ahead. But just as the situation has been unprecedented for consumers, businesses are also in uncharted territory. Many have had to adapt operational strategies, while maintaining their ability to service their customers. Now, with stay-at-home orders beginning to lift and the easing of business restrictions in most states across the country, organizations will need to listen to their customers to help inform strategy moving forward, including reopening and operating in a post-pandemic environment. To help, we instituted a survey of the general population to better assess how consumer sentiment is shifting during the pandemic. In the five weeks since the data was made available on April 1, we’ve identified trends across a number of key areas of interest. General observations Less than a third of Americans (29%) are satisfied with their current situation; which has been fairly consistent throughout the five weeks.Women appear to have been quicker to grasp the seriousness of COVID-19 and feel the impact of the pandemic on their livelihood. Overall sentiment among women has improved but still remains lower than men. Americans experiencing minimal impact tend to be:Millennial males, residing in western urban areas who rent.Those less likely to watch the media and spend more time on entertainment.Only 10% of Americans are still willing to take on risk—buying investments and assets. Millennials tend to be more optimistic and actively taking on debt, seeking financial advice, buying assets/investments, considering new vehicle purchases. Retail spending heavily impacted 43% of consumers are cutting back on overall retail spend.Groceries and entertainment are the only categories that have experienced increases in retail spending compared to the past month throughout the five-week period. Spending on discretionary purchases like clothing, shoes, accessories, beauty and wellness has been significantly down for the past month.Baby Boomers and to a lesser extent, Generation X have been cutting back spending everywhere except groceries, but Generation Z respondents increased spending in most categories compared to the past month in the most categories. Americans experiencing financial hardship Half of American households are experiencing financial hardship; though the percentage has improved slightly from the beginning of April. Of those experiencing financial hardship, 74% have concerns about their ability to access food and essentials in the next month.More Americans have a financial reserve they can draw on than a month ago, suggesting consumers are adjusting and reducing their risk.  The percentage of Americans who believe their situation will get better in the next month or so has increased. Feelings about healthcare remain consistent 62% of respondents are concerned about visiting the doctor, and 37% are evaluating alternative care methods. Health concerns remain prevalent, but Americans are a little less concerned about filling prescriptions than a month ago. A little more than half of Americans are confident of their ability to pay medical expenses if a family member contracts COVID-19 and requires hospitalization—a small improvement since the survey began (46%). Increased media consumption 58% of respondents are spending more time on home entertainment, including streaming services, social media and video games.The survey shows Netflix has benefitted the most from increased TV/movie consumption; but other services have experienced strong gains. Nearly one-third of Americans have increased their video game play during the COVID-19 pandemic; though the percentage is down from its peak in mid-April.Baby Boomers are more likely to have increased their viewing of Cable TV, but much less likely to have increased consumption of any other media sources.Generation Z and Millennials are increasing consumption of a broader array of media, including Instagram, YouTube, video games, Snapchat, Spotify and Tik Tok. How do businesses move forward? Using insights to inform strategy With much of the focus for politicians, local community leaders and health experts shifting to reopening businesses and public establishments, we have to keep in mind, the post-pandemic environment will look much different than what it was just a few months ago. Just because businesses get the green light to open, there may be hurdles to return to “business as usual.” Consumers’ appetite to resume normal engagement with businesses will vary. For instance, some may opt for curbside pickup or delivery options for retail purchases or telehealth services for routine medical needs. Businesses need to adapt to the customer. In an ecosystem driven the customer experience and human connection, gauging consumer sentiment and preference will be a crucial first step. The road ahead will be long, but the more businesses understand their customers, the better positioned they will be to deliver effective communications and also make strategic investments. What programs and initiatives can be started to better serve customers? What areas can be cut to save costs? Our world was turned upside down the last two months and continues to change every day with still many unknowns. As businesses plan for the next few months and beyond, it’ll be critical to understand how consumer mindsets and behaviors are shifting. Relevancy has always been mission critical, but now, more than ever, businesses need to have consumers at the center of their strategies.

The effect COVID-19 has had on lives around the globe is unprecedented. It’s fundamentally shifted our day-to-day routines, as well as many of our priorities. And yet, the fact remains, the situation for many Americans is still very fluid. How and when people will be impacted will vary, and how people respond to the pandemic will depend on circumstance. So, how do retailers and other businesses address their customers’ challenges and help them through this difficult time? First, you need to be empathetic. You need to understand how people are feeling in the current environment. What matters most to them? What challenges are they facing? How can you help? We surveyed the general population to provide retailers and other businesses insight into consumer sentiment during COVID-19. The survey is updated daily and highlights the shifts among different regions and generations. As of May 5, 2020: 50 percent of Americans are buying more online than in the past 42 percent of Americans are spending less or trying to cut back on spending; among those in urban regions, the percentage is 32 percent Groceries (46 percent) and books, video games and music (8 percent) are the categories that see the highest increase in spending over last month Those in Generation Z have increase spending across many categories compared to last month, including groceries; food delivery/takeout; books, video games, music; alcohol, beauty and wellness; clothing Usage of television and smartphone has increased by more than 50 percent each compared to last month As expected, the priorities for people across different regions and age demographics differ, but it’s important to note, these will continue to shift over the coming months. You need to be thoughtful with communications you deliver and understand when people will be in-market for your services. To accomplish this, many of the same ad principles apply—beginning with identity resolution. People are more than just the interactions they have with your brand. Like all of us, your customers engage multiple companies, as well as jump from device to device to consume information and research products and services. You need to deepen your understanding of customers’ needs whose lives you impact by connecting these digital touchpoints together as well as their preferred communication channels. If done correctly, you can create specific audience segments, better assess the appropriate time to reach out to your customers and connect with them through appropriate messages. With so many lives upended, it’s important for retailers and other businesses to provide communications and resources when customers need it the most. The more you can help your customers address their most pressing needs and make them feel heard, particularly during this difficult time, the stronger relationship you will build. All of our circumstances and situations are unique to us, so it’s important to communicate with our customers, be there for them and address their specific needs. Download the Understanding and Serving Consumer Needs During COVID-19 and Beyond whitepaper to find out how your organization can pivot to accommodate ever-changing consumer needs and concerns.

The beginning of any new year brings an influx of gym goers who are committed to working on resolutions. Whether the goal is to work out or be healthier, gyms around the nation see a spike in numbers in the first few months of the new year. Experian examined foot traffic patterns for five gyms nationwide from January to June of 2019 to determine if there were significant trends. Unsurprisingly, there was a spike in visits in January, which correlates with the rise of advertising in the fitness industry during that time. We are all familiar with the ads telling us about the amazing discounts available at our nearest gyms, as well as the constant reminder that it’s a new year so it’s time to reinvent yourself – “New Year, New Me!” Even though the spike in visits in the first couple of months is exciting for businesses, research suggests that these trends won’t continue throughout the year, which means a loss of revenue over the latter half of the year. A loss of revenue is never good, so as a marketer, how can you better understand your new clients and target them when they might be inclined to throw in the towel? Taking a second look at the graph above, you see a spike in visits in late March and early April, before a big drop off in May. We were curious to see what was causing this spike, so we took a deeper dive into the data, looking at both age and gender. What we found was that from January to early March, there was a steady decline in visits, whereas in late March to early April, there was about a 7% rise in visits across the board. What was more interesting than the spike in visits, was the significant drop after the first week of April. We saw a significant 13% drop in visits on average in both males and females of all ages. On the higher end of the spectrum were both males and females between the ages of 19-34 with a 14%-15% drop in visits. While we can speculate on why there was such a drop at this time – right after spring break, etc. – gathering more data about these individuals is essential to building an effective marketing plan to combat this degradation. As a marketing professional in the fitness industry, or someone looking to target a health-conscious demographic, you need to understand your audience – both their visit patterns, as well as their likes and dislikes. Using Experian’s data, you can take a deeper dive to understand your members eating habits. For instance, you can better understand if your clients like to visit health-conscious dining establishments or do they frequent QSR locations like McDonalds. It may seem like common sense, but a successful marketing campaign is rooted in relevant messaging and relevancy is rooted in the ability to understand the target audience. While the goal is to bring new members into your gym or health club in January, the challenge is to keep those new members coming throughout the year, and that’s where there is an opportunity for marketers to better connect with these customers. If you know that people under the age of 34 are at the biggest risk of halting their visits to your fitness location in the middle of April, then you can take the next steps to better understand that demographic so you can activate an effective marketing campaign tailored to their needs before you lose their memberships. The key is to understand who these fitness resolution members are and find a way to target them before their commitment waivers. What works for one location may differ from another, so you have to include other data points in to build a more holistic view of your target audience. At the end of the day, understanding your members is key. Partnering with Experian to take a deeper dive into your members likes and dislikes, as well as their visit patterns can allow fitness locations to have the data and the tools at hand to make the right marketing decisions and deliver an effective marketing campaign, ultimately reducing the membership attrition rate.

Over the past two decades, marketers were consumed with the Millennial generation. Those individuals born between 1980 and 1995 represented a new set of consumers to the market with very different attitudes, behaviors and purchase decision styles than had previously been seen. Marketers invested significant capital to learn about Millennials and transformed their marketing strategy to better reach and attract them. Those that did this successfully were able to grow their business and extend their footprint to a new group of consumers. Now, as we enter a new decade, another generation of individuals is entering into the market and represents the future customer for marketers. Understanding who these consumers are, how to best reach them, and how they make purchase decisions will help marketers reach this new audience and grow their business more effectively. 1. Who is Generation Z? While definitions have varied from different publications, Generation Z is generally defined as consumers born between mid-1990s through early 2010s. Here, we define generations as the following: According to Kasasa, this group represents about 74 million consumers, which is similar in size to other generations.[i] Information on Generation Z is limited since many are still considered minors. However, resources such as syndicated surveys have provided some thoughts about their general attitudes that can begin to provide insight. Key Takeaway:  Get to know Generation Z. They are big, they are coming, and they will likely be the future consumer you will need to attract. 2. How is Generation Z Influenced by Technology? Very much so. Generation Z individuals received their first mobile phone at age 10.3 years and spend an average of 3 hours each day on their device.[ii]  They have no real understanding of what life was like before the internet. They are active users of smart phones, apps, and social media, and frequently use technology before making decisions. The internet is very important to Generation Z – they meet people, share information about themselves, get their entertainment, relax, and enjoy going online in their free time. Generation Z respondents were more likely than other generations to agree with the following statements: “I like to keep my personal Internet pages updated with information about my life.”“The internet is a good way to meet new people.”“The internet is a main source of entertainment for me.”“Going online is one of my favorite things to do with my free time.” Additionally, the mobile internet, which includes accessing social media and apps through a hand-held device, is even more meaningful to the Generation Z consumer. Generation Z respondents list the following as what the Mobile Internet means to them: “Pure entertainment”“A good escape”“Relaxes me”“Puts me in a good mood”“Keeps me up-to-date with the latest styles and trends” One result of this is how much more connected Generation Z feels with each other, and with celebrities. They actively follow and interact with their friends or celebrities through YouTube, TikTok, Twitter, Instagram, Snapchat or other social media tools. As a result, they are much more influenced by celebrities than other generations. Key Takeaway:  Generation Z will be a heavy user of technology and are influence by each other and celebrities. They will expect your products to be accessible through mobile devices. 3. What media channels are best for reaching Generation Z, and what are their decision-making characteristics? To improve marketing effectiveness, marketers must know how to reach their consumers. Two significant dimensions of reach are (1) the preferred channel the consumer uses to gain awareness about a product; and (2) the decision-making style the consumer employs. Using Experian’s TrueTouchSM, marketers can learn this and develop a marketing communication strategy for improved reach. Generation Z is much more engaged through digital media. More than 3 out 4 Generation Z respondents listed the following as their preferred engagement channel: Streaming TVDigital DisplayRadio (including streaming radio)Digital VideoMobile SMS More traditional channels such as email, direct mail and traditional newspaper were ranked very low, indicating that reaching Generation Z will require marketers to move away from more traditional media channels to influence these consumers. Decision-making styles were also different for Generation Z. The most frequent Experian TrueTouch Decision-Making Styles among Generation Z respondents were: Brand loyalty was the least frequent response among Generation Z. This indicates that Generation Z may not have an automatic affinity to a brand, and that marketers may have to demonstrate its value to influence these emerging consumers. Key Takeaway:  Digital media will be a key for reaching Generation Z, and marketers will have to adapt away from traditional media to influence these consumers. While recreational and “In the Moment,” Generation Z does not have loyalty to specific brands, considers what goes into products, and researches different websites and online reviews before making a purchase. In summary, Generation Z is an emerging group of consumers that will challenge marketers to think beyond traditionally successful marketing tactics. These consumers were born into a digital age, and are heavily influenced by social media, whether it’s recommendations from friends, or celebrities that endorse a certain product. This influence requires marketers to communicate more digitally, and less from traditional media like direct mail, email and newspapers. Finally, marketers will need to be aware these consumers will make purchase decisions based on research from other websites and online reviews, look for new things particularly those made with natural ingredients, and are not necessarily loyal to established brands. Knowing this will help marketers develop strategies and make the necessary investments to reach this group more effectively. [i] “Boomers, Gen X, Gen Y, and Gen Z Explained,” Kasasa, July 29, 2019.  https://www.kasasa.com/articles/generations/gen-x-gen-y-gen-z [ii] Ibid

The world of healthcare is often left to the doctors, surgeons and scientists. They examine our bodies, organs and genetics, determining if we are healthy and advising accordingly if we are not. This trust is well-warranted, as they spend years studying and practicing to ensure their patients receive the best care possible. However, individual health status is far more complicated than that, and cannot only be restricted to biology and chemistry. There are other factors that impact our well-being that must be accounted for in order to form a comprehensive picture of our necessary healthcare. Social Determinants of Health (or SDOH) are the conditions in which people are born, grow, live, work and age that shape our everyday health. They include socioeconomic factors such as education, neighborhood and housing, employment, social support networks and accessible transportation, among others. While not directly related to our clinical health, they still account for, and influence, many of our health outcomes. Take an elderly man proudly living alone in small town USA. Managing his diabetes is increasingly challenging. He had to give up his car eight months ago, so getting to his regular medical check-ups is a struggle. Without ongoing preventative care and maintenance, this gentleman will end up in the ER with possibly life-threatening conditions. If his physician can detect the change in his access to transportation, they can connect this patient to an eldercare transportation provider, enabling ongoing preventative care and thus avoiding costly emergency visits to the hospital. Access to transportation, healthier food, higher education and even parks can be a lifesaving factor in certain scenarios. This means that healthcare companies cannot rely solely on clinical or claims data if they wish to provide the best and most impactful care planning for their patients. They must take everything into account, from education to lifestyle to neighborhood. By looking at all available data, healthcare providers are able to get a more holistic view of the consumer and drive care plans that deliver better outcomes. Unfortunately, much of this data is fragmented and scattered, making it difficult to compare data points and group patients together in meaningful and efficient ways. Experian’s robust data and analytics is used to create more than risk scores – provide the right amount of intelligence in a digestible way to the care teams and clinicians that work with these patients every day. It provides relevant actionable insight into what drives a non-clinical cap in care, allowing healthcare organizations to make unprecedented, personalized adjustments to how they engage with patients’ in a privacy and HIPAA compliant manner. To learn how your healthcare organization can improve health outcomes and patient engagement using Experian data, visit https://www.experian.com/healthcare/solutions/patient-care-management-solutions/social-determinants-health.

For as long as the ad buying process has existed, most brands and agencies have put an emphasis on the channel – meaning there were specific campaigns for direct mail, email, TV, social media, banner ads, etc. In fact, the teams responsible for these campaigns often work in silos. But with more people consuming information through multiple channels, it’s important for brands and agencies to put the customer at the center of the ad buying process – to develop and implement true omnichannel campaigns. I recently wrote a byline article for Broadcasting & Cable that explored the concept of the “PeopleFronts.” While the Upfronts and Newfronts have dominated the ad buying world, brands and agencies need place larger emphasis on the customer. At the end of the day, the right mindset can open the door for more powerful campaigns and relevant messages that resonate with the consumer.