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Consumer Engagement:

Consumer Engagement:. What Does It Mean?. Framing Keynote:. Bob DeSena , CEO Engagement Marketing Group. Research Perspective:. Ken Wollenberg , EVP Simmons Integrated Marketing Solutions. Agency POV:. Kate Sirkin, EVP & Global Research Director MediaVest Group.

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Consumer Engagement:

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  1. Consumer Engagement: What Does It Mean?

  2. Framing Keynote: Bob DeSena, CEO Engagement Marketing Group Research Perspective: Ken Wollenberg, EVP Simmons Integrated Marketing Solutions Agency POV: Kate Sirkin, EVP & Global Research Director MediaVest Group Consumer Engagement: What Does it Mean?

  3. Framing Keynote Bob DeSena Engagement Marketing Group

  4. en gaj to attract and hold fast Bob DeSena Engagement Marketing Group May 22, 2006

  5. (NOT ENGAGING)

  6. (POSSIBLY ENGAGING)

  7. (ENGAGING)

  8. Engagement Agenda • Background • What is it and why is it important? • How do I engage? • What should I be doing? • What changes are required? • Summary

  9. Background • Fragmentation of Media • Consumer Choice • Consumer Control

  10. (NOT ENGAGING)

  11. Background: Beyond Cliché

  12. Background: Beyond Cliché • Awkward age in evolution of marketing and media • Mass to targeted to personal communication

  13. Engagement Defined • A measurement of involvement with a marketing communication

  14. Engagement Defined • A measurement of involvement with a marketing communication • Scale • Activation • Response

  15. Engagement Defined • A measurement of involvement with a marketing communication • Scale • Activation • Response • “Engagement is turning on a prospect to a brand idea enhanced by the surrounding context.” (MI4 Committee)

  16. Engagement Understood • Strategic recognition of what has happened in the consumer market • And a commitment to meet the changing needs/demands of the “ME” consumer • New Model: • Brand + Direct + Digital • Marketing Directly

  17. How Do I Engage? • Commit (You’re already an expert) • Understand WHO • Understand WHERE • Understand HOW to use unique characteristics, attributes of active channels • Insure you listen to what was said, analyze, use feedback to refine 1 above, optimize 2, 3

  18. What Can I Do? • Take a direct marketer to lunch

  19. What Can I Do? • Take a direct marketer to lunch • Think about the bigger picture from your own core competence and skill set

  20. What Can I Do? • Take a direct marketer to lunch • Think about the bigger picture from your own core competence and skill set • Write and publish your thoughts

  21. What Can I Do? • Take a direct marketer to lunch • Think about the bigger picture from your own core competence and skill set • Write and publish your thoughts • Do it. Test. Act. Move the discipline forward

  22. What Can I Do? • Take a direct marketer to lunch • Think about the bigger picture from your own core competence and skill set • Write and publish your thoughts • Do it. Test. Act. Move the discipline forward • “Listen to the data.” Add your perspective

  23. What Can I Do? • Take a direct marketer to lunch • Think about the bigger picture from your own core competence and skill set • Write and publish your thoughts • Do it. Test. Act. Move the discipline forward • “Listen to the data.” Add your perspective • Do #1 again

  24. Requirements • New skill sets • Direct • Brand • Digital • Organizational change • Incentives that match goals

  25. Summary • Things changed. Marketing model, metrics have not • Engagement is a requirement for effectiveness in a permission-based, active consumer market • You know how to do this • Change creates opportunity

  26. THANK YOU Engagement Marketing Group

  27. Research Perspective Ken Wollenberg Simmons

  28. Engagement from a Research Perspective… A Presentation to the iMedia Summit May 22, 2006

  29. Engagement . . . “Engagement is all about making it relevant to the consumer.” - James Speros, CMO, Ernst & Young The Voice of the American Consumer 2

  30. Engagement from a Research Perspective Engagement is a multi-dimensional concept… …It is the ability of the brand and the brand/media environment to meaningfully connect with the consumer. Simply Counting Eyeballs is no Longer Enough! The Voice of the American Consumer 3

  31. Objectives Simply put… Create a metric for: • Planning, Buying & Selling that goes beyond a simple measure of age/sex and click streams The Voice of the American Consumer 4

  32. Objectives • Create ratings of cognitive, behavioral and emotional involvement • Validate that engagement translates into a positive halo effect for brand advertising • Examine inter- and intra-media channel synergies • Enable users to identify brand attributes that resonate with ‘engaged’ consumers The Voice of the American Consumer 5

  33. Q4 2005 Site Signature Analysis Tier 1 Deliverable (illustrative) *Also reported for major demographic groups The Voice of the American Consumer 6

  34. Q4 2005 Brand Signature Analysis Tier 1 Deliverable (illustrative) *Also reported for major demographic groups The Voice of the American Consumer 7

  35. Tier 1 Deliverable (illustrative) Category Signature Analysis *Also reported for major demographic groups The Voice of the American Consumer 8

  36. Tier 1 Deliverable (illustrative) Multi-Channel Signature Analysis *Also reported for major demographic groups The Voice of the American Consumer 9

  37. Engagement Study Features • Multi-media measurement system • Television, Print, Internet • Depth and breadth of system • Program, Magazine, Web Site specific • English and Spanish-language dominant audiences The Voice of the American Consumer 10

  38. Engagement Study Features • Syndicated platform • Linkage to Simmons National Consumer Survey behavioral and lifestyle data • Distributed within existing marketplace analysis and delivery systems The Voice of the American Consumer 11

  39. OVERALL ENGAGEMENT Trust Discovery Personal Timeout Relationship Building Critical images Ad Receptivity Engagement Dimensions(illustrative list) • A global set of involvement dimensions will be measured across media channels: • Television • Internet • Print The Voice of the American Consumer 12

  40. TELEVISION Personal relevance Mood Interactivity Personal relationship Network/program advertising coherency PRINT Special Content Visual Impact Bonding to a community Entertainment/ relaxation Educative and Informative Ad Congruity Engagement Dimensions(illustrative list) There are also media-specific dimensions measured: INTERNET • Near and Dear • Inspiring and Personal • Ease of Navigation • Treat! • Social belonging The Voice of the American Consumer 13

  41. Engagement Measurement . . . Multi-Media • Broadcast/Cable • 600 programs • Magazines by title • 150 top ranked • Hard copy/on-line readership • Web sites • 150 top consumer sites The Voice of the American Consumer 14

  42. Methodology • Sample frame = Adults 18+ • Dual data collection methodology • Online/Telephone interviews • Continuous survey deployment • Quarterly reporting • 11,500 interviews quarterly • 125-150 evaluations per vehicle The Voice of the American Consumer 15

  43. Engagement Deliverables: *Also reported for major demographic groups The Voice of the American Consumer 16

  44. Deliverables/Subscription Levels • Tier 1: Engagement Rankings • Summary tables ranking media vehicles on overall and individual engagement factors • Delivered quarterly • Subscription available per media channel study • NCS base license not required The Voice of the American Consumer 17

  45. Tier 1 Deliverable (illustrative) *Also reported for major demographic groups The Voice of the American Consumer 18

  46. Tier 1 Deliverable (illustrative) *Also reported for major demographic groups The Voice of the American Consumer 19

  47. Tier 1 Deliverable (illustrative) *Also reported for major demographic groups *Indexed against the All Internet Average for each reporting quarter. The Voice of the American Consumer 20

  48. Deliverables • Tier 2:Engagement Rankings Linked to NCS product usage/attitudinal profiles • Overall engagement and sub-dimensions linked • Utilizing Simmons data integration techniques • Delivered for each 12-Month NCS Spring/Fall release • Access to data requires a base NCS license The Voice of the American Consumer 21

  49. Tier 2 Deliverable: Link to NCS (illustrative) Enables Users to Create a Robust Demographic and Attitudinal Profile of Each Engagement Metric: Engaged Yahoo.com Users*: DescriptorIndex Women 18-34 212 No kids 184 Full-Time Employee 162 HHI $35-$49K 135 Occupation: Prof 128 Engaged Yahoo.com Users*: DescriptorIndex Early Adopter 305 Internet Involved 236 Informed Consumer 189 Instant Gratification 177 Ad Receptive 140 *Top 2 Box Score on a scale of 1 to 5 where ‘1’ is “less engaged” and ‘5’ is “highly engaged” The Voice of the American Consumer 22

  50. Tier 2 Deliverable: Link to NCS (illustrative) Identify Top Brands Among Engaged Yahoo! Visitors: Engaged Yahoo.com Users*: AutomobilesIndex Honda 225 Subaru 201 Acura 178 Jeep 164 Saturn 158 Engaged Yahoo.com Users*: CerealIndex Apple Jacks 148 Grape Nuts 138 Oatmeal Crisp 127 Cocoa Puffs 125 Froot Loops 118 *Top 2 Box Score on a scale of 1 to 5 where ‘1’ is “less engaged” and ‘5’ is “highly engaged” The Voice of the American Consumer 23

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