Consumers have come to expect brands to interact with them—not simply talk
at them. However, November 2013 polling by Google Think Insights and
Advertising Age found that marketers were struggling to actually manage
online engagement.
According to the study, 86.2% of US agency and marketing executives said that engagement was a priority for their company, yet around half that number—45.8%—reported actually managing this. About four in 10 believed engagement was a priority but did not manage it, and just 13.8% didn’t believe engagement was important at all.
Poor measurement systems were a big reason for lack of online engagement. Fewer than 42% said their company was able to quantify engagement. Whether they were actively managing engagement, thought it was important but weren’t handling it, or did not believe it was a priority, the majority of respondents agreed that better metrics and measurement would help drive online engagement efforts.
According to the study, 86.2% of US agency and marketing executives said that engagement was a priority for their company, yet around half that number—45.8%—reported actually managing this. About four in 10 believed engagement was a priority but did not manage it, and just 13.8% didn’t believe engagement was important at all.
Poor measurement systems were a big reason for lack of online engagement. Fewer than 42% said their company was able to quantify engagement. Whether they were actively managing engagement, thought it was important but weren’t handling it, or did not believe it was a priority, the majority of respondents agreed that better metrics and measurement would help drive online engagement efforts.
Nearly nine in 10 say online engagement is a priority, but just 45.8% are actively managing this
Consumers have come to expect brands to interact with them—not simply talk at them. However, November 2013 polling by Google Think Insights and Advertising Age found that marketers were struggling to actually manage online engagement.According to the study, 86.2% of US agency and marketing executives said that engagement was a priority for their company, yet around half that number—45.8%—reported actually managing this. About four in 10 believed engagement was a priority but did not manage it, and just 13.8% didn’t believe engagement was important at all.
Poor measurement systems were a big reason for lack of online engagement. Fewer than 42% said their company was able to quantify engagement. Whether they were actively managing engagement, thought it was important but weren’t handling it, or did not believe it was a priority, the majority of respondents agreed that better metrics and measurement would help drive online engagement efforts.
Read more at http://www.emarketer.com/Article/Better-Measurement-Metrics-Needed-Engagement/1010684#0AZ6SJFfPtCUd3fh.99
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