In an uncertain economic climate, it is crucial for businesses to optimise their digital advertising strategies to remain competitive and weather the storm. One way to achieve this is by mapping out the customer journey, understanding the metrics that truly matter, and identifying areas for optimisation. This article delves into the process of recession-proofing your digital advertising by adopting a customer-centric approach and focusing on meaningful performance measurement.


Mapping the Customer Journey: A Foundation for Success

Identifying Key Touchpoints

To begin mapping the customer journey, businesses must first identify the key touchpoints where customers interact with their brand, both online and offline. These touchpoints may include social media platforms, search engines, email marketing campaigns, and even in-store experiences. By gaining a comprehensive understanding of these interactions, businesses can develop a holistic view of the customer journey and uncover opportunities for improvement.


Defining Metrics that Matter

With a clear view of the customer journey, businesses can now focus on defining the metrics that truly matter. Rather than concentrating on vanity metrics, such as impressions or clicks, it is crucial to track metrics that directly impact revenue performance, such as conversion rate, return on ad spend (ROAS), customer lifetime value (CLV), and cost per acquisition (CPA). By prioritising these meaningful data points, businesses can make more informed decisions and optimise their digital advertising strategies for long-term success.


Analysing Customer Behaviour and Preferences

By mapping the customer journey and focusing on metrics that matter, businesses can gain valuable insights into customer behaviour and preferences. This information can be used to tailor advertising campaigns to better resonate with the target audience, improving engagement and driving conversions. Additionally, understanding customer preferences can help businesses identify potential areas for product or service improvement, ensuring they remain relevant and appealing in a challenging economic landscape.


Optimising the Customer Journey for Recession-Proof Digital Advertising

Personalising the Customer Experience

In a recession, it becomes even more critical for businesses to differentiate themselves and create meaningful connections with their customers. Personalising the customer experience by leveraging data-driven insights can help businesses stand out and foster customer loyalty. By tailoring content, offers, and messaging to individual customer preferences, businesses can cultivate a sense of value and relevance that keeps customers engaged and coming back for more.


Streamlining the Path to Conversion

Identifying and eliminating any barriers or friction points within the customer journey is crucial for optimising digital advertising during a recession. By streamlining the path to conversion, businesses can make it easier for customers to complete desired actions, such as making a purchase or signing up for a newsletter. This may involve simplifying website navigation, optimising landing pages for mobile devices, or offering multiple payment options to accommodate different customer preferences.


Iterative Testing 

Finally, recession-proofing digital advertising requires a commitment to ongoing iterative testing. By continually analysing performance data and revenue performance metrics, businesses can identify areas for improvement and make the necessary adjustments to their digital advertising strategies. This process of iterative testing allows businesses to remain agile and responsive to changing market conditions, ensuring they can adapt and thrive in the face of economic uncertainty.


Recession-proofing your digital advertising involves mapping out the customer journey, understanding the metrics that matter, and optimising each touchpoint for maximum effectiveness. By adopting a customer-centric approach and focusing on revenue performance measurements, businesses can improve their digital advertising strategies, driving revenue growth and long-term success, even during challenging economic times.

About JG Bezuidenhout

JG Bezuidenhout is a founding partner of the South African subsidiary of, the data technology company housed in London, United Kingdom. Although based in Cape Town, JG is the global head of Offernet's advisory and innovation hub and, as such, is responsible for the monitoring and implementation of cutting-edge solutions, particularly within the digital marketing environment. Using advanced technologies such as big data and machine learning, as well as their bespoke Touchpoint Analytics™ system, Offernet can accurately and dramatically improve their clients' returns on advertising spend (ROAS). Their comprehensive approach to marketing, which includes advisory services, data analytics, and media buying, makes Offernet a valuable partner. If you want to take your marketing to the next level to achieve far more measurable results and align yourself with the growth strategies of the entire C-suite (and the company as a whole), Offernet is a logical choice.