I spent years believing brands wanted to understand their customers. I was wrong. They wanted to know only one thing.
Odds are if I didn’t tell you, you would still be able to guess.
No matter how personalized I could make customer surveys to a respective brand, the brand only cared about the answers to “how’d you first hear about us?”.
The thing is? That’s why they were coming to us in the first place. Brands don’t seek customer insights when things are going great (They are too busy doubling-down on what’s working).
But if your ad account is on fire for the 3rd month in a row? Well right after firing your agency, you would come to KnoCommerce for a sales call.
We have never run any surveys before, can you help us?” Sure! Well 5 minutes in and 20 ideas later, they were just wondering if their ‘how’d you hear about us’ answers could connect into their attribution platform.
I don’t understand why brands strive so hard to perfect attribution when 80% of their ad spend is on Meta. Instead, brands could be understanding gifting behavior, understanding their customers’ interests deeper, or a slew of other questions that would be answered after every order.
What this taught me is that brands chase ‘where’ because they don’t know ‘what’ to ask. But what they don’t realize is it can be 1 question with 1 answer that reshapes the way you think about your entire customer.
Oh well. I had to accept that they just wanted to reassure themselves where their customers were coming from.
News flash: Meta.