Experience Optimisation is what we do at Havas Digital when we are able to deploy a custom mix of capabilities from strategy consultation and media/planning buying to SEM/SEO and the impact that TV or social activity may have on various media and creative elements. This includes going beyond digital media and also incorporating site optimisation into the overall performance. When combined we are able to help our clients optimize the customer experience from first exposure through lead to purchase and beyond.
The ability to leverage these various elements jointly is to adapt to the new consumer reality of ubiquitous broadband, on-demand, non-linear media consumption, and multi-device access. A bad brand experience to the consumer doesn’t matter whether it was poorly placed media, off-target creative, or a bad website … it’s just bad for the brand. Yet most advertisers outspend the customer experience optimization with paid media to a factor of almost ten to one. At Media Contacts experience optimisation is paramount to brand success in digital.