It’s almost a new year, and that means leaving behind old, outdated traditions. Leave disruptive ads and pop-ups behind in 2016, and get ready for the new approach to customer engagement. Goodbye, pointless pop-ups. Hello, meaningful customer engagement strategies.
In our recent webinar, Stop the Pop Ups: 4 New Rules of Customer Engagement, Ve Interactive’s Lisa DePaolo, Director of Strategic Accounts, and Jack Politis, Head of North American Advertising Operations, discussed the 2017 rules of customer engagement. They talked about how to combat “banner blindness” with native ads, video and onsite promotions as well as optimizing the timing and frequency of display ads and onsite prompts. Below is a recap of two of the top rules for customer engagement:
Rule #1: (Respectfully) engage on their turf
Don’t start a turf war, your customers’ phones are THEIR phones (not your advertising playground). This new rule isn’t just a nice-to-have, it’s a necessity because of Google’s new mobile interstitials rule. On January 10, 2017, Google will crack down on mobile interstitials that pop when a customer arrives onsite from the search page. Trading full-page ads and disruptive interstitials for user-experience-friendly ads. This will affect publishers the most, ultimately reducing available inventory.
If you are engaging with a customer, one way to get their attention without aggravation is by in-app advertising. Here, audiences are highly engaged because they initially choose to download the app. They already have familiarity with the brand, which means they are less likely to bounce. Another strategy to use is native advertising. This engages customers throughout their preferred medium with relevant information. Choose the publisher wisely, create laser-focused content and it will increase your chances of intriguing your desired audiences. This will act more like reading the news than seeing an advertiser.
Rule #2: Don’t disrupt, aim to assist
Interrupting the customer with irrelevant content is not only disruptive, it can hinder customer engagement. Instead of disrupting the customer journey to fulfill your advertising needs, offer additional assistance to fit their needs. For example, product bookmarking and search history. Ask yourself: What are the tools the customer needs to complete this purchase?
Visitors still in the browsing stage require different interactions than those in the purchase stage. If shoppers have compiled several items in their basket and then show intent to abandon, display their search history and offer to email their basket to them. This gives shoppers the option to continue browsing, as well as the choice to easily access their basket at a later time. Additionally, sharing a promo code onsite has shown impressive conversion results. Ve research shows that having an onsite prompt with a promo code can increase conversions by 7%.
Start 2017 off right and apply these strategic rules to secure more conversions. To learn the rest of our rules for customer engagement, watch the full webinar recording below: