The new year took off—did you reinvent yourself or power ahead as you are?
Feels like the days are getting longer, and summer is approaching at an accelerating speed. So once again, we’ve chewed on the latest opportunities in marketing and turned them into perfect bite-sized insights. This time, we’re exploring these three key topics: differentiating through customer experience, trusting your ad data despite A/B testing flaws, and building lasting connections to keep your brand thriving.
Oh, and speaking of CX: at IVALO, we also offer a free CX keynote & workshop for a company ready to level up their customer experience. Curious? Let’s chat!
INSIGHT 1
From promise to reality: Differentiating through customer experience
A brand’s promise is only as strong as the customer experience (CX) it delivers. While marketing communicates the promise, CX fulfills it—making it the true battleground for differentiation. Consistency, connectivity, and alignment across touchpoints are critical to fostering trust and loyalty.
What works?
- Align CX with the brand promise: Ensure customer interactions—whether human or digital—reflect the brand’s values. For example, a promise of ease should translate into intuitive processes and clear communication.
- Foster a customer-centric culture: Train and empower employees to prioritize customer needs at every touchpoint. Incorporate feedback loops to capture insights and refine CX strategies.
- Bridge silos: Integrate marketing and operations to create a seamless journey. When all departments work towards the same vision, CX becomes consistent and meaningful.
The takeaway for marketers
CX is not just service—it’s a brand’s most powerful differentiator. By aligning every interaction with the brand promise, companies can create a lasting emotional connection that fosters loyalty and advocacy. Is your brand delivering on its promise in every customer experience?
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INSIGHT 2
Can you trust your ad data? A hidden flaw in A-B testing
Digital platforms like Meta and Google promise insights through A-B testing, but “divergent delivery” skews results. Their algorithms target different audiences with different ads, meaning performance may reflect audience composition rather than ad effectiveness.
What works?
- Understand platform bias: Algorithms prioritize relevance and performance over balanced experimentation, which limits the reliability of results.
- Align testing to goals:
For platform-specific optimization: A-B tools are useful to identify the best-performing creative under the same conditions.
For broader strategy or offline campaigns: Avoid relying solely on A-B tests, as results are confounded by platform algorithms.reative under the same conditions. - Be transparent: When presenting results, include disclaimers about audience differences and algorithmic influence.
The takeaway for marketers
A-B testing isn’t a one-size-fits-all solution. Use it wisely for platform-specific insights but don’t mistake it for true experimental data. By acknowledging its limitations, you can make smarter, more informed decisions. Is your testing strategy built for clarity or convenience?
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AMA: Can You Trust Your Ad Data? A New Study Exposes a Hidden Flaw in A-B Testing on Digital Ad Platforms
INSIGHT 3
From clubs to communities: Building lasting connections
Brands thrive on connection, not just engagement. As Doug Scott of Twitch said, “People come for content but stay because of connection and community.” While engagement strategies often focus on touchpoints and personalization, true connection happens when brands tap into shared interests and foster a sense of belonging.
What works?
- Prioritize shared interests: People connect over common passions, not one-to-one personalization. Support groups, causes, or communities your audience values to create meaningful bonds.
- Facilitate community, don’t control it: The strongest brand communities aren’t centered around the brand but the shared interests of their members. Be a facilitator, not the focus, and let communities set their agenda.
- Make it live and tangible: Live interactions deepen connections. Examples like Live Nation’s cross-genre events or Telstra’s grassroots sports initiatives show how brands can engage audiences authentically by participating in their worlds.
The takeaway for marketers
Connection is about emotion, not just interaction. By creating “echo-systems” around shared interests, brands can become part of something bigger—fostering loyalty through authentic participation. Is your brand ready to move beyond engagement and build real connections?
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TRA Connection: Report