“We’re spending a lot of focused energy and effort now making sure we’re matching the right audience with the right message, and putting the right investment behind both of those,” he told Russell Parsons. “What that means in reality is creating a large amount of different creative; testing that at scale across different audience segments; and using effective data and tooling to make sure we’re making the best decisions for which message to serve which consumer at which point in their journey.
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“So, really, [automation has] expanded our capabilities across not only how much we invest in certain channels or certain campaigns, but also in being most effective in delivering the right message to the consumer as well.”
Taking this approach one step further, Uswitch has begun moving away from a more siloed, channel-dependent marketing strategy – in which different channels would be operating relatively independently of one another to reach consumers – towards a joined up, ‘customer-focused’ approach in which the emphasis is simply on reaching the customer with the right message, regardless of channel.
“At the end of the day, we don’t really care which channel we reach a consumer on as long as we can deliver the right message in a cost-effective manner,” said Radtke. “And that drives the end result for a consumer, which is helping them make an improved decision for their home services needs.”
He explained how Uswitch has been trialling this approach with ‘known customers’, using the signals it has about customers who might be in the market to switch provider to reach them on whichever channel they are interacting with at the time.