From Forrester (Making leaders successful every day), comes Measuring Engagement - a framework built to decipher the complexity of engagement. why? Because marketing metrics today fail to tell the full story of their customers. Instead, they propose focusing on an individual's buying process, their interaction with peers, brands, venues, and media along four measures of engagement:
- Involvement - a person can discover a brand in three primary ways: 1) observing other with a brand, 2) initiating the discovery on his own, or 3) being encouraged by others
- Interaction - people use three primary criteria when evaluating a brand: 1) determine credibility, 2) assess viability, and 3) determine relevance
- Intimacy - Use has three primary characteristics: 1) usefulness of its features and functions to accomplish a goal, 2) usability of those features and functions when in operation, and 3) the desirability based on repeated activity with the product or service
- Influence - a person's feelings manifest themselves in three primary ways: passion level for the brand, expression of passion through sentiment, and advocating for, or against, the brand.
Anyway, I think it's cool to identify a definition for an engaged customer and then to audit their engagement. As a wrap-up, the report says:
The left-brained marketers will gather and process the constitution of engaged customers. The right-brained marketers will coalesce these insights into actionable marketing strategies manifested in persuasive creative, relevant messages, and innovative products. Marketers will invest in a unified data and technology infrastructure that closes the measurement loop from tracking customers by level of engagement to executing programs tailored for each stage of engagement.Kind of neat; now, go engage!
And if you're interested in the whole report, email me or Brian Kress for info.
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