Wednesday, November 18, 2015

3 ways the programmatic industry can become customer-centric

As the CEO of a programmatic technology company, you know that the industry is constantly changing and the decisions you make must address that change. As a student in the Northwestern Medill Integrated Marketing Communications program, former strategic planner and former consultant to a programmatic company, I have found two articles which provide helpful insights on how your programmatic company can become customer-centric and help your team rise to the top.

This Mediapost article explains how the programmatic industry struggles to be customer-centric because of the lack of understanding of the technology itself – a knowledge gap, from an internal agency & advertiser stand point. It brings to the table, concerns of how the industry will carry on selling something when it is not completely understood. Another article from MarketingTech also touches upon how the lack of knowledge of the technology might result into lack of confidence in technology and mistrust over transparency from a customer’s perspective. Thus, the root problem for the industry still lies in the fact that there is a huge knowledge gap that needs to be corrected if the industry wants to achieve sustainable growth.

Based on the problems identified, the industry needs to focus on being customer-centric in order to bridge the knowledge gap and help the customer build more confidence in the technology itself. Through my experience at Northwestern University and IMC, I recommend these three tips to become customer-centric and bridge the knowledge gap for customers:
  • Training programs for customers- Training programs will be a great medium to connect with customers; they will ensure that the company can have open conversations with your customers about the challenges they face with the technology. It will not just help educate but will also help the product team understand problems from the customer's perspective.
  • Customers are experts- The idea is also to make customers feel like they are experts in order to make them even more confident about their investments in programmatic buying.
  • Avoid jargon- It is essential that the content and collateral that the programmatic company produces, makes the complexities of the engineering technology simple. The tonality of the content should be simple and easy to understand for the customers.
Thus, if a programmatic company wants sustainable growth, the first thing it needs to do is become customer-centric and reduce the knowledge that exists internally and externally. Companies which can successfully reduce the knowledge gap, will be the ones who succeed and will gain customer's trust. 

Isha Deodhar is an experienced data-driven marketing and strategy professional with over three years of industry experience in Consumer Products & B2B Technology Strategy. She has a Master's in Integrated Marketing Communications from Northwestern University as well as a Master's in Economics. You can follow her on @ishadeodhar on Twitter and Linkedin.

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