Engagement in Digital Marketing – what it is and resources to harness it

February 8, 2015 at 5:31 PM

When it comes to digital marketing there is so much more to it than just ‘reach and frequency’. Despite the fact that all online advertising is constantly evolving there is one certainty about where it is and where it is headed: Consumer choice.

Users today can pretty much choose to see whatever content they want, whenever and wherever they want. Moreover the interactive nature of the digital medium and it’s data-driven backbone present new challenges to marketers; among them is how to measure the impact of all that “extra substance” that digital marketing can provide on top of reach and frequency.

Engagement in Digital Marketing - what it is and resources to harness it

Engagement in Digital Marketing – what it is and resources to harness it

Digital platforms can uncover special or hidden value buried in customer’s patterns. In advertising that value can be observed as a collection of measurable behaviors and actions that users do to interact with a Brand; the industry uses the word Engagement as a general term to define it. Taking a quote from a Google study“marketers and agency professionals overwhelmingly agreed that engagement was anything that moved people to action”. 

Ad Age and Google partnered for a joint research study that aims to understand best practices to measure Engagement and then determine how valuable it can be for a company or brand. Through several examples the study guides marketers on how to think about engagement and suggests specific actions to start cultivating it. This study is part of the larger “Engagement Project” series that Google is building.

Truly engaged customers probably have much higher lifetime values than those who do not. There’s also nothing like having die-hard fans to stir up sales-generating buzz, just ask Apple. In the long-term it’s probable that Engagement metrics will replace reach & frequency as the favorite way of measuring advertising.

You can download and read the whole pdf below:

Google and Ad Age study on Engagement

Google and Ad Age study on Engagement

If you need tools to further your measurement strategy check out this list of 23 Google Tools & Sites for Research, Insights and Planning.