Google - Brand engagement in the participation age deck

download Google - Brand engagement in the participation age deck

of 33

  • date post

    30-Nov-2014
  • Category

    Marketing

  • view

    140
  • download

    2

Embed Size (px)

description

"In this age of the customer, the only sustainable competitive advantage is knowledge of and engagement with customers". - David M. Cooperstein, VP-research Director Serving CMO Professionals at Forrester Research

Transcript of Google - Brand engagement in the participation age deck

  • 1. Brand Engagement In the Participation Age
  • 2. In this age of the customer, the only sustainable competitive advantage is knowledge of and engagement with customers. - David M. Cooperstein, VP-research Director Serving CMO Professionals at Forrester Research -
  • 3. Definition of Engagement: moving users to take action.
  • 4. Six core engagement insights Engagers buy more Inspiration to engage abounds Many companies have an engagement gap Online advertising moves viewers to take action To drive engagement, buy engagement Measurement Matters
  • 5. Hyper-EngagersTraditionalists Engagers How often do you engage with brands online?
  • 6. of consumer respondents report regularly engaging with brands online
  • 7. Hyper-Engagers are more than four times more likely to purchase a product online than Engagers or Traditionalists Engaged consumers buy more
  • 8. Many things inspire Hyper-Engagers to engage 59% 57% 43% 42% 30% 27% TV commercials Recommendation from people I know Online video ads The quality of a brands website A companys presence in social media Online display ads
  • 9. Hyper-Engagers are open to inspiration from any digital channel 59% 57% 43% 42% 30% 27% TV commercials Recommendation from people I know Online video ads The quality of a brands website A companys presence in social media Online display ads
  • 10. Spotlight: Vitaminwater wins fans by engaging consumers' passion for music Improved brand health metrics and purchase intent Consumers who chose to watch uncapped content on TrueView often consumed more videos and subscribed to the vitaminwater YouTube brand channel Mastheads drove significant awareness and traffic spikes on key campaign dates Remarketing led to higher video consumption and engagement rates
  • 11. Recognizable brand Aesthetically pleasing Ability to interact Noticeable placement Video content Ad size Presents information that I want to learn about 45% 43% 36% 34% 34% 23% Important ad features for driving ad engagement How important is each of the following in getting you to interact with online ads? Top 3 box among consumer respondents, n=400 52%
  • 12. Spotlight: inspiring engagement with localized, relevant content 20M+ impressions 48s average engagement 586k engagements (a rate of 2.90%) $0.14 average CPE
  • 13. The gap between the stated importance of engagement and engagement management agree that engagement is a priority
  • 14. The gap between the stated importance of engagement and engagement management agree that engagement is a priority say their company actively manages engagement
  • 15. Three ways companies approach brand engagement Is online engagement with your brand a priority for your company? To what extent or degree does your company manage an online engagement strategy? Based on industry respondents, n=384 Active Believe online engagement is a priority Reluctant Do not see engagement as a priority at all Eager Believe online engagement is a priority, but do not actively manage it
  • 16. I think we can build some standardization, filtering out things that are not really meaningful while looking for valuable metrics that lead to brand benefits. - David Shiffman, exec VP-research director at MediaVest -
  • 17. Better measurement and metrics would increase focus on engagement for all company types Would better measurement and metrics increase your focus on engagement Based on industry respondents in Active category, n=168; Eager category, n=163; Reluctant category, n=53 42%of industry respondents say their company quantifies engagement value
  • 18. Spotlight: more than 500,000 opt-in to engage with for Chevy Traverse 38.6M impressions over 14 weeks 557k engagements 122days of engagement
  • 19. Executive's top 6 most important metrics used to measure engagement How important is each of the following metrics that you are currently using to measure engagement? Top 3 box among executive respondents from "Active" companies that quantify engagement, n=35 % of respondents who place a high importance on the metric 86% 83% 80% 80% 77% 77% Interaction rate Reach influencers Drive traffic to retail locations/website Sales/ROI Engagement/cost-per-engagement Conversions
  • 20. Many companies buy media based on online engagement Is your company currently buying any media based on online engagement (e.g. interactivity with websites, social, videos, etc.)? Based on "yes" answers from industry respondents excluding media publishing: Eager, n=145; Active, n=141; Reluctant, n=50 Eager companies Reluctant companies Active companies 34%87% 61%
  • 21. Q & A