‘Blind Pursuit Of Engagement Is Hurting Marketers’ – Forrester Blogs
Samantha Merlivat says, “Intuitively, it makes sense that if a consumer engages with a brand’s ad or marketing message, this should count as a positive outcome. Yet, we’ve spoken to a number of marketers and measurement companies that found that optimizing for engagement ultimately did not help them drive positive business outcomes – instead leading them to waste time and media dollars on the wrong users.
The issue we keep encountering in discussions around engagement is that advertisers count interactions – clicks, shares, likes, comments, views – as proxies for engagement. There’s no clear link between these individual actions and what they are really trying to measure: are their messages moving consumers along their path to purchase, by driving either brand preference or sales?
Tina Moffett and I decided to investigate:
1. How do we define engagement? We see a lot of confusion around various meanings of ‘engagement’. We identified two forms of engagement marketers seek to measure: 1) ‘marketing engagement’, which measures the impact of consumers’ engagement with a given campaign or channel, and 2) ‘consumer engagement’ which encompasses all interactions a brand has with a consumer over time, and measures the health of the customer-relationship. The latter is closer to lifetime value”.
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