marketing key metric engagement
August 8, 2007
Marketing’s New Key Metric:
Engagement
by Brian Haven for Marketing Leadership Professionals
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
EXECUT I V E S U M MA RY
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 O F CO N T E N TS
N OT E S & R E S O U R C E S
2 Does The Marketing Funnel Need An
Upgrade?
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.
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
Related Research Documents
“The Enterprise Marketing Software Landscape”
May 7, 2007
“The Forrester Wave™:
Marketing’s New Key Metric:
Engagement
by Brian Haven for Marketing Leadership Professionals
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
EXECUT I V E S U M MA RY
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 O F CO N T E N TS
N OT E S & R E S O U R C E S
2 Does The Marketing Funnel Need An
Upgrade?
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.
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
Related Research Documents
“The Enterprise Marketing Software Landscape”
May 7, 2007
“The Forrester Wave™: