By Eric Feinberg
We’re getting all sorts of questions from all kinds of companies about the latest ACSI results. When the ACSI measures retail or banking, we get questions from our clients about how they compare to the top companies measured. When we measure the biggest social, news, portals, and search engines, we get questions about advertising.
“Should we be worried if we’re advertising on a site that has poor satisfaction?”
“How does a site’s satisfaction affect our ads?”
ACSI scores are linked to loyalty, return site visits, increased sales, and positive word of mouth.
ForeSee scores (which use the ACSI as part of our methodology) are linked to loyalty, return site visits, increased sales, and positive word of mouth.
Wouldn’t you want to be advertising on a site with better loyalty and engagement?
Of course demographics will always be a key factor—Nordstrom is not going to advertise on Comedy Central and you won’t see many NRA ads on the HuffingtonPost. But if you’re evaluating several factors in deciding where to buy ads, satisfaction should be one of those factors, just as Claes Fornell recommends that satisfaction should be one factor when deciding where to invest in the stock market.
Your ads will be better received if they appear on sites people like. They will be better received if they appear on sites that have respectful, relevant advertising. Potential customers will be more engaged with your ads if they are having a good experience on the site where the ads appear. These are pretty simple, intuitive facts.
The report on how all these information-based e-business sites is available on our website for free download. Check it out. You can get satisfaction scores for all the major social media sites, search engines, portals, and news sites. If there are other sites where you advertise that are NOT included in the ACSI report, ask them if they have an ACSI or ForeSee score.
Question for those of you involved in deciding where your digital ad spend: do you care about the customer experience on the sites where you advertise? What kinds of metrics or stats do you request in order to evaluate that?
