TAILIEUCHUNG - Marketing’s New Key Metric: Engagement

The marketing funnel is a broken metaphor that overlooks the complexity social media introduces into the buying process. As consumers’ trust in traditional media diminishes, marketers need a new approach. We propose a new metric, engagement, that includes four components: involvement, interaction, intimacy, and influence. Each of these is built from data collected from online and offline data sources. Using engagement, you get a more holistic appreciation of your customers’ actions, recognizing that value comes not just from transactions but also from actions people take to influence others. Once engagement takes hold of marketing, marketing messages will become conversations, and dollars will shift from media buying to. | August 8 2007 Marketing s New Key Metric Engagement by Brian Haven for Marketing Leadership Professionals FORRESTER Making Leaders Successful Every Day For Marketing Leadership Professionals August 8 2007 Marketing s New Key Metric Engagement Marketers Must Measure Involvement Interaction Intimacy And Influence by Brian Haven with Josh Bernoff and Sarah Glass EXECUTIVE SUMMARY The marketing funnel is a broken metaphor that overlooks the complexity social media introduces into the buying process. As consumers trust in traditional media diminishes marketers need a new approach. We propose a new metric engagement that includes four components involvement interaction intimacy and influence. Each of these is built from data collected from online and offline data sources. Using engagement you get a more holistic appreciation of your customers actions recognizing that value comes not just from transactions but also from actions people take to influence others. Once engagement takes hold of marketing marketing messages will become conversations and dollars will shift from media buying to customer understanding. TABLE OF CONTENTS 2 Does The Marketing Funnel Need An Upgrade 4 Engagement A New Perspective On Marketing The Elements Of Engagement Making Sense Of Engagement Putting It All Together 12 Engagement Enhances Customer Insight WHAT IT MEANS 13 Engagement Redirects The Marketing Trajectory NOTES RESOURCES Forrester interviewed 20 vendor and user companies including Avenue A Razorfish Bazaarvoice Biz360 BrandIntel BzzAgent TNS Media Intelligence Cymfony Digitas The Drilling Down Project DuPont LeapFrog Loyalty Builders MotiveQuest Nike Organic Procter Gamble Publicis Hal Riney Reed Business UGENmedia Umbria and Visible Technologies. Related Research Documents The Enterprise Marketing Software Landscape May 7 2007 The Forrester Wave Brand Monitoring Q3 2006 September 13 2006 Five Tips For Web Analytics Success June 2 2006 FORRESTER 2007 Forrester Research nc. All rights .

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