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client relationship

7 hacks to choose the perfect ad tech partner

599 400 Prerna Mehta

Are you in the right hands, choose your ad tech partner wisely

Every piece of news that we read these days about digital media industry talks about the tremendous growth in ad spends over the coming years. Due to advances in advertising technology, it is becoming ever increasingly difficult for advertisers to choose the right ad tech partner to deliver user engagement driven campaigns. Let’s have a look at Statisa’s report about digital advertising spending worldwide from 2012 to 2018 (in billion U.S. dollars).

7 hacks to choose the perfect ad tech partner

All these trends show a steep rise in digital ad spends globally for both desktop and mobile advertising. The world is becoming digital first and content consumption pattern has changed over the period. This change is also driving advertiser optimism and ad budget growth.

To ease this decision-making process I have compiled few points that every fellow marketer or media planner should consider before choosing the perfect ad tech partner for their next campaign.

1.     Your digital strategy and goals:

Before even thinking of looking out for an ad tech partner, it is important to be clear about your own digital strategy and goals. Your annual ad spends or media spends should be well calculated and budgeted. You should be clear about the expectations you have from the campaign. All your strategies revolve around your target audiences, so make sure your new partner knows who your target audiences are and will they be able to reach them. A precise campaign delivered to the right audience at the right time will definitely yield better results. Keep all the valuable data collected over the years handy for future reference.

2.     Test the Water: 

You have an existing partner, but it is not necessary to stick to them just because they have been associated with your company since donkey years. You should keep a track of the latest technology, trends and breakthroughs in digital advertising industry. Check if the partner in consideration will be able to deliver those for you. Also, are these technologies right for your marketing strategy?  Few important questions that you should answer before starting off.

  • Do they have a strong digital background?
  • Do they understand your marketing needs and goals?
  • Is the new partner at par with the latest trends in ad tech?
  • Will they be able to give you a 360-degree approach/experience?

3.  Beware of the Catchy Words:

Every industry has a list of jargons used by members of the fraternity. Similarly, digital media industry also has some dominating terms like programmatic, native ads, Big Data, viewability etc. Don’t get blown away by these terms and don’t keep these highly rated jargons as deciding parameters to choose a partner. The ad tech partner should be able to deliver the desired results using the latest technology build around these jargons but be careful not to fall in the trap.

4.     Work Profile:

Ensure that the ad tech partner to be, has previously worked with similar clients and solved similar problems. Do they understand the challenges that your industry faces and are they ready with solution. Take into consideration their successful campaigns and technology that they have previously used in campaign execution across multiple platforms like mobile, native ad, video and more. Having this information will help you understand their capabilities to run your campaign.

5.     What’s their forte?

A lot of media agencies and ad tech companies offer ‘n’ number of services under their umbrella. You need to find out what they specialize in. Their specialization will have a positive effect on the deliverable. Also, check if the technology partner has an in-house technical team to deliver the campaign or have they outsourced their technical responsibilities. It’s imperative to choose a partner who can provide an end to end solution rather than just marketing expertise.

6.     Key Metrics:

One of the most vital question to be answered when delivering digital campaigns is, has the technology partner measured the results and if yes, how? You need to check what metrics they use to measure the performance of the campaign. The metrics used at your end should be aligned with your ad technology partner. Measuring elements that don’t matter to you should not be considered while evaluating. There are several key metrics used industry wide like for your branding campaigns it can be CTR (Click through Rate) or engagement rate. For performance-based campaigns, it can be the last mile action/ lead or purchase that happened. Point to be noted here is with users consuming content over multiple devices, tracking cross-device conversions is also a critical metric. With video ads and viewable impression being talk of the town, time spend and viewability can also be an important metric. It’s important to work with a partner who uses robust data, converts data into useful analytics to ultimately deliver results as you want.

7.     Service Level:

Whenever we talk about a business partnership, comfort and service levels are points that we cannot ignore. It’s important to define the level of service that you expect from your ad tech partner. The whole campaign delivery cycle involves support and service at all levels. You’ll want to understand whether their working principle is that of a self-serve model, a dedicated account manager or a combination of both. What services they offer post campaign delivery is also of importance. The ad tech partner should be able to give you industry insights and take you one step ahead of others.

Conclusion:

To deliver a successful digital campaign, you need to have the perfect ad tech partner by your side. Choose the right one and you will have a smooth sailing.

7 COMMANDMENTS FOR HIGHLY EFFECTIVE CLIENT SERVICING

7 Commandments for Highly Effective Client Servicing

599 400 Joita Basu

Is your client servicing making you a winner?

Your ultimate success in business will be determined by the extent to which you are able to keep your customers happy, satisfied and coming back for more. The 7 Commandments for Highly Effective Client Servicing is very often what differentiates the winners from the sloggers in today’s highly competitive business scenario where information on client experience travels fast.

Here are the 7 Commandments that every client servicing executive should follow to deliver exceptional customer service:

  1. Be patient in building new relationships: Relationships take time. Take the time to get to know your clients better, and share a little bit of yourself. Let your client feel comfortable interacting with you. Most importantly, remember that your work for your client is paramount in building a relationship.
  2. Get to know their industry and company: Keep up with your client’s company as well as their industry. You don’t have to be an expert, but this will help you speak the same language as the client, understand what keeps them up at night, and cater your interaction and offerings accordingly.
  3. Listen to the client: Learning to listen well is a key skill that will serve you well in all aspects of your career, especially when it comes to dealing with clients. Effective listening entails making an effort to absorb and understand what is being said and to acknowledge that understanding. Listening to client’s point of view is a requisite in client servicing’s purview. Let the culture of effective listening permeate your organization.
  4. Be genuine: Honesty and sincerity go a long way with the client. Do not pretend you have answers to their every problem if you don’t. Admitting a weakness in your knowledge or process is preferable to defensiveness and outright lies. To be genuine is an effective solution to your clients’ needs and in your commitment to winning their loyalty and maximizing their long-term satisfaction.
  5. Respond promptly: When a client emails you, acknowledge the receipt of the email as quickly as possible, even if you do not have the answer they are looking for. You will give them comfort by simply acknowledging the receipt of their request and by communicating that you’re on it.
  6. Communicate regularly: Regular communication is a key component of effective client servicing. Build your client servicing strategies around a core of vital information sharing and seek to always expand on the flow of information you freely share with your client. Share information to educate clients about the product as well as your company’s history, progress, news and dedication to the customer. Newsletters are a great means to stay top-of-mind and communicate your innovations and key messages to your clients.
  7. Resolve client conflicts in a timely manner: Timely conflict resolution is key to effective client servicing. Don’t allow issues to remain unaddressed. Stand ready to resolve client issues in a prompt, timely and effective manner.

A customer-focused mindset is the key to preserving a loyal client base, the foundation of your business and exemplary client service practices can differentiate you from the competitors and give your business the extra impetus it needs to outshine rivals.