Bridging the gap between online advertising and offline purchasing has been something of a holy grail for digital advertisers. Most purchasing happens offline, but digital advertising accounts for the largest share of advertising spend. It’s notoriously difficult to connect online ad spend to offline behaviours – and any ad platform that can prove the offline ROI of online spend would no doubt be able to increase their ad revenue by proving the value of their offering.
Brands that are looking to engage with emerging African consumers tend to make false assumptions about the direction of economic growth is taking consumer demand across the continent. There’s an assumption that households with rising incomes will adopt the same spending habits as they do in more established economies, with growing interest in consumer goods and even luxuries.
Personalisation works. We know for a fact that it can help raise the ROI of marketing spend by between 5 and 8 times, and lift sales by at least 10%. That’s according to McKinsey figures. We also know that sales rise when customer web experiences are personalised, and personalised calls to action raise conversion rates by over 40%.