Consultancy Project Proposal – Hemant Ajmani

The document outlines an initial project proposal to capture the as-is customer experience (advertiser experience primarily SMB – Small Medium businesses) on various digital ad (social media) platforms and what the various social media companies should be doing to improve the advertiser experience that helps the SMB owners to maximize return on ad revenue spent. The working title of the project is Advertiser Experience in the Digital Landscape or Analog People in a Digital World.

With COVID-19, Social Media platforms saw a surge in the time that was spent on the platforms, and advertising on these platforms by SMBs saw a massive surge. Initially what started as awareness campaigns started to move towards conversion. If we look across platforms be it Instagram, Facebook, TikTok, or anything else, each platform has substantial SMB sales teams that are reaching out to small business owners to have them advertise on their platform. As per a report published by Insider Intelligence (2022), the forecasted US digital ad spending in 2023, is $278.59 billion.