The Future of Online Advertising with Hikari Senju of Omneky

The Future of Online Advertising with Hikari Senju of Omneky

In the ever-evolving landscape of online advertising, staying ahead of the curve is crucial for success. Hikari Senju, the CEO of Omneky, shares her insights on the future of online advertising and how businesses can navigate through these uncertain times.

One of the key factors in online advertising is user retention. According to a recent article by Reforge, building and deepening user habits over time is essential for creating great retention. Habit building is a science, and understanding the motivations, cognitive and physical friction, and rewards that play a role in habit formation is vital.

Senju emphasizes that revenue retention is an output of usage and should not be the sole focus. It is a lagging indicator, and businesses should instead focus on improving the core inputs of retention: Activation, Engagement, or Resurrection. By identifying and addressing these core inputs, businesses can improve their retention rates and create a loyal customer base.

However, it is important to note that trying to retain every single user is not a feasible strategy. As we continue to witness a behavior shift in the online advertising landscape, businesses should focus on retaining the marginal audience. Senju suggests asking the question, "Is the marginal audience experiencing real value or only temporal value?" To answer this question, it is essential to examine the underlying behavior that is driving user engagement. If users are engaging solely because of current events but not experiencing the broader value proposition, they are unlikely to retain in the long run.

In addition to these insights, Senju offers three actionable pieces of advice for businesses looking to improve their online advertising efforts:

1. Understand your audience: Take the time to deeply understand your target audience and their motivations. By knowing what drives them and what friction points they encounter, you can tailor your advertising efforts to meet their needs effectively.

2. Focus on value: Ensure that your online advertising provides real value to your audience. Temporary engagement driven by external factors will not lead to long-term retention. Instead, focus on delivering a broader value proposition that resonates with your users.

3. Continuously optimize: Online advertising is a dynamic field, and what works today may not work tomorrow. Stay on top of industry trends, experiment with different strategies, and continuously optimize your campaigns. By staying adaptable and responsive, you can adapt to the changing landscape and drive better retention.

In conclusion, the future of online advertising lies in understanding and improving user retention. By focusing on the core inputs of activation, engagement, and resurrection, businesses can create a loyal customer base. It is crucial to identify and retain the marginal audience while providing real value and continuously optimizing advertising efforts. With these strategies in place, businesses can navigate the ever-changing landscape of online advertising and thrive in the digital age.