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?
Over the course of my career as a marketing analytics practitioner and as a Forrester analyst,I’ve tried to tackle some of the most pressing questions around measuring marketing’s effectiveness. I’ve seen a recent surge in marketers using the metric “engagement” as a way to measure marketing success. When I start to question what they mean by the term “engagement” and how they measure it, I’m often met with a flurry of answers, including a running list of metrics, such as likes, shares, or time spent on the site, that marketers Read more
Video conveys emotion unlike text and can show features and functionality unlike any picture. That’s why retailers see nearly triple the conversion rate on product pages that have video versus those that don’t. Entering what Facebook CEO Mark Zuckerberg calls “this new golden age of videos online,” companies and brands need an enterprise-class online video platform to deliver the video experiences that drive customer engagement.
Marketers are always falling in love with mobile’s latest “shiny new object” and new technology acronyms — 5G, BLE (Bluetooth Low Energy), NFC (near-field communication), RWD (responsive web design), etc. — and they’re constantly looking for the next platform, whether it’s virtual reality (VR), bots, artificial intelligence (AI), or the internet of things (IoT).
However, it is time to stop this quixotic quest for a paradigmatic new platform to replace mobile! Instead, recognize that mobile will activate these adjacent technologies to enable new brand experiences.
Over the past decade, smartphones have become a sort of black hole, integrating a huge array of sensors, but mobile is now exploding back out to our environments. Sensors and connectivity are expanding beyond smartphones to our wrists, bodies, cars, TVs, and washing machines as well as to buildings and “invisible” places in the world around us. The IoT is generating tectonic shifts among digital platforms and tech vendors, signaling a new wave of disruption, and unleashing new forms of competition.
The IoT is also redefining brand engagement by enabling marketers to:
Listen to their customers and analyze their real behaviors.
Create more frequent and intimate consumer interactions.
We hold these #engagements to be self-evident, that all #engagements are created equal, that they are endowed by their Creator with certain unalienable Rights, that among these are #engagement, #engagement and #moreengagement.--That to secure these rights, #engagements are instituted among Men, deriving their just #engagements from the consent of the #engaged, --That whenever any Form of #engagement becomes destructive of these #engagements, it is the Right of the [brands/advertisers/publishers/viral video creators/social agencies/engagement metrics vendors] to alter or to abolish it, and to institute new #engagement, laying its foundation on such #engagement and organizing its #engagement in such form, as to them shall seem most likely to effect their #engagement. Prudence, indeed, will dictate that #engagements long established should not be changed for light and transient #engagements; and accordingly all #engagement hath shewn, that mankind are more disposed to #share, while #engagements are sufferable, than to right themselves by abolishing the #engagements to which they are accustomed. But when a long train of #engagements, pursuing invariably the same Object evinces a design to reduce them under absolute #engagement, it is their right, it is their duty, to throw off such #engagement, and to provide new Guards for their future #engagement.
If you’ve noticed fewer window shoppers on the streets lately, it may be because they’re at home window shopping from their couches; that is, they’re discovering and exploring products without necessarily intending to purchase.
For our 2015 US Mobile Landscape report*, Forrester analyzed mobile audience data from our behavioral tracking panel to understand how consumers use smartphones and tablets in 2015. We found that although professionals often group both devices under the “mobile” umbrella, consumers use smartphones and tablets in very different ways. One notable difference centers on mobile commerce: While smartphone commerce is still struggling to get traction, for tablets it’s already one of the most common activities. In fact, Forrester’s US Mobile Phone And Tablet Commerce Forecast, 2015 To 2020 shows that total tablet retail purchases more than double those made on a smartphone.
Our behavioral data shows that in the first half of 2015, 68% of tablet owners visited a shopping site at least once in a given month — that’s more than the number who visited news/media, TV/video, or even social networking sites! And these tablet shoppers aren’t just visiting Amazon.com. Only about half took to Amazon —the other half visited other online shopping websites that fit their interests, brand preferences, and lifestyle.
At the root of human behavior is the impulse for connection. History is our witness: As times change, certain trends emerge that anchor shared experiences, around which people collectively rally. Today, with social media acting as a platform for ubiquitous connections, diverse consumers build solidarity around digital experiences. Beyond simply looking for deals and discounts, individuals who “friend,” “follow,” and “like” brands seek closer brand relationships.
However, while consumers around the world want to be part of a brand community, some cultures are more enthusiastic than others. Forrester's Consumer Technographics® data shows that Latin American online adults are more passionate about engaging with brands for affective reasons than their European and Japanese counterparts:
This variation roughly parallels Hofstede’s dimensions of culture, which suggests that the differences are partially a reflection of cultural nuances: Those populations that are most motivated to share in the brand community are all-around collectivist rather than individualist.
In her recent report, my colleague Reineke Reitsma revealed that European consumers interact with a diverse suite of social networking sites, with Facebook and YouTube leading in terms of consumer engagement. Pinterest, however, is an outlier: European consumers demonstrate minimal interaction with Pinterest compared with both other social media sites and their US peers. According to Forrester’s Consumer Technographics® data, 18% of US online adults regularly visit the website but only 2% of European online adults across the UK, France, Germany, Italy, and Spain visit Pinterest once a month or more:
The most engaging, most entertaining, and most stimulating presentation of IBM Connect 2013 came on the third day at the end of the opening session. I'm ashamed to admit that I didn't know Jane McGonigal when she came on stage. But after a minute I was fully engaged and tweeting insights and pearls of wisdom from her presentation.
I had missed the title of her presentation, but Jane was already throwing out fascinating data points on game playing. Now you have to understand, game playing to me is that thing my son does to avoid doing his homework. I haven't thought deeply about games since I built two animated game simulations on an Apple II to teach people business in my final year of university back in '84 (now I'm dating myself).
"We've invested 400,000 years playing Angry Birds" - Jane is on a roll now. I'm thinking "oh my, I too had contributed a few of those hours." Before giving it up as a colossal waste of time of course. I didn't know it, but apparently I was suffering from what Clive Thompson calls "gamers regret".
So asked my 11-year-old daughter this morning. You may remember Sophie. She’s the one whose 3rd-grade teacher took her to the Apple store in Burlington, MA, for a field trip. They actually learned how to make movies and stuff, so I guess it wasn’t all for fun.
To answer the question in the title, iPhones are 4 1/2 inches long and the equator is 24,901.5 miles long. So that means it will take 350,613,120 iPhones laid end to end to circle the earth. Apple’s sold 183 million iPhones so far, so they have a ways to go. Can they get there? Read on.
Sophie’s world view is surrounded by, informed by, inundated by Apple’s presence. So she thinks about crazy stuff like iPhones lined up around the world. It was a funny image – iPhones marching down Route 2 to Boston Harbor and out across the Atlantic. Funny, but poignant, too. Poignant because Sophie’s digital world is so dramatically different from my own. [Stay with me. This is going somewhere. I promise.]
I remember buying my first PC – an IBM PC XT with a 5 megabyte hard drive – to manage my band’s mailing list. It cost $4,800 -- more than my car. I wrote the contact management and label printer software myself. Bart the drummer called me geek. But he liked it well enough when we no longer had to use a typewriter and White-Out to manage thousands of mailing labels.
So I remember a world without computers. But Sophie doesn't. Her world began with a computer in her pocket that she can use for just about everything in her 11-year-old life. (Or will do when she finally gets one.) And her expectations are miles higher than mine. She expects an amazing experience. She expects to be served on a whim, wherever she is.