Comments on: the shift to engagement and beyond http://geoffnorthcott.com/blog/2008/06/the-shift-to-engagement-and-beyond/ brands x culture x communication x magick Sun, 21 Mar 2010 01:18:46 +0000 http://wordpress.org/?v=2.7.1 hourly 1 By: Engagement vs. Impression | StreetVirus Blog http://geoffnorthcott.com/blog/2008/06/the-shift-to-engagement-and-beyond/comment-page-1/#comment-754 Engagement vs. Impression | StreetVirus Blog Wed, 08 Oct 2008 22:21:08 +0000 http://geoffnorthcott.com/blog/?p=47#comment-754 [...] the shift to engagement and beyond » didn’t see that coming [...] [...] the shift to engagement and beyond » didn’t see that coming [...]

]]> By: Lori Laurent Smith http://geoffnorthcott.com/blog/2008/06/the-shift-to-engagement-and-beyond/comment-page-1/#comment-42 Lori Laurent Smith Thu, 05 Jun 2008 12:34:03 +0000 http://geoffnorthcott.com/blog/?p=47#comment-42 The Advertising Research Federation (ARF) created an Engagement Council back in 2005 to get the 'best brains in the industry' to agree a definition of Engagement. http://www.thearf.org/assets/engagement-council It has been 3 years since this industry council was convened and still no agreed metric...or definition. The Advertising Research Federation (ARF) created an Engagement Council back in 2005 to get the ‘best brains in the industry’ to agree a definition of Engagement. http://www.thearf.org/assets/engagement-council

It has been 3 years since this industry council was convened and still no agreed metric…or definition.

]]> By: Michael Maurillo http://geoffnorthcott.com/blog/2008/06/the-shift-to-engagement-and-beyond/comment-page-1/#comment-40 Michael Maurillo Tue, 03 Jun 2008 21:43:35 +0000 http://geoffnorthcott.com/blog/?p=47#comment-40 I attended the IAB: Social Media & UGC conference yesterday in NYC and unfortunately Kvamme's quote from Adweek is extremely accurate in representing the current state of knowledge among the industry majority. I, personally, was very surprised at how basic the panel discussions and examples were throughout the day. I mean, they had a panel topic called "App-vertising" & the P&G example for Facebook best practices was creating a virtual gift for Tide for god's sake. The fact that the main purpose of the conference seemed to be to explain exactly what Social Media was and why it is relevant was disappointing to say the least. The rationale you provide as to why it is taking so long to make the engagement shift is spot on. Marketers on both sides of the table understand the value & importance of truly engaging their consumers. But when those final engagement metrics are shared with clients it is hard at face value to quantify the quality over quantity when comparing it to something like 34,594,342 banner impressions. You're also right, it ain't gonna be easy to crack this. But if we continue to focus on delivering consumer value with every experience, campaign, and program created, I have to think that the measurement will come. And isn't that the way it should be - identify the most appropriate solution first, figure out how to measure it second. I attended the IAB: Social Media & UGC conference yesterday in NYC and unfortunately Kvamme’s quote from Adweek is extremely accurate in representing the current state of knowledge among the industry majority. I, personally, was very surprised at how basic the panel discussions and examples were throughout the day. I mean, they had a panel topic called “App-vertising” & the P&G example for Facebook best practices was creating a virtual gift for Tide for god’s sake. The fact that the main purpose of the conference seemed to be to explain exactly what Social Media was and why it is relevant was disappointing to say the least.

The rationale you provide as to why it is taking so long to make the engagement shift is spot on. Marketers on both sides of the table understand the value & importance of truly engaging their consumers. But when those final engagement metrics are shared with clients it is hard at face value to quantify the quality over quantity when comparing it to something like 34,594,342 banner impressions.

You’re also right, it ain’t gonna be easy to crack this. But if we continue to focus on delivering consumer value with every experience, campaign, and program created, I have to think that the measurement will come. And isn’t that the way it should be - identify the most appropriate solution first, figure out how to measure it second.

]]> By: Geoff http://geoffnorthcott.com/blog/2008/06/the-shift-to-engagement-and-beyond/comment-page-1/#comment-39 Geoff Tue, 03 Jun 2008 20:22:28 +0000 http://geoffnorthcott.com/blog/?p=47#comment-39 Cheers Ken. Despite the huge momentum digital has behind it, many clients and agencies don't have the will or the capacity to think of it as a totally new medium with different possibilities than traditional channels. I think you're absolutely right that for many agencies a fundamental re-wiring will be required to be able to lead and innovate in the next generation of marketing. However as one example, Goodby, Silverstein showed that it is possible to not only to achieve this, but to thrive on it. As huge brands like GM, P&G and Intel shift massive percentages of their budget into digital, I'm sure the bulk of that will stay against reach and frequency activity, as that's what they know. The challenge for agencies will be to find a way of advocating for enough budget to also create meaningful brand experiences, with the right measures to show the comparative effectiveness. I believe the agencies that do this the best will be the among the next generation of leaders. Those that stick to simple messaging will be left behind. It's exciting times, and the opportunity is wide open for those who would take it. Cheers Ken. Despite the huge momentum digital has behind it, many clients and agencies don’t have the will or the capacity to think of it as a totally new medium with different possibilities than traditional channels.

I think you’re absolutely right that for many agencies a fundamental re-wiring will be required to be able to lead and innovate in the next generation of marketing. However as one example, Goodby, Silverstein showed that it is possible to not only to achieve this, but to thrive on it.

As huge brands like GM, P&G and Intel shift massive percentages of their budget into digital, I’m sure the bulk of that will stay against reach and frequency activity, as that’s what they know. The challenge for agencies will be to find a way of advocating for enough budget to also create meaningful brand experiences, with the right measures to show the comparative effectiveness. I believe the agencies that do this the best will be the among the next generation of leaders. Those that stick to simple messaging will be left behind.

It’s exciting times, and the opportunity is wide open for those who would take it.

]]> By: Ken Burbary http://geoffnorthcott.com/blog/2008/06/the-shift-to-engagement-and-beyond/comment-page-1/#comment-38 Ken Burbary Tue, 03 Jun 2008 19:34:47 +0000 http://geoffnorthcott.com/blog/?p=47#comment-38 Loved this post. You succinctly capture the struggle many agencies face right now in letting go of past models that served the business well for so long. Many traditional marketers need to "rewire" themselves so they are in a position to adopt the techniques and practices now required to successfully engage consumers. The new marketing funnel image speaks to the heart of how dramatic and complex these changes will be for them. Loved this post. You succinctly capture the struggle many agencies face right now in letting go of past models that served the business well for so long. Many traditional marketers need to “rewire” themselves so they are in a position to adopt the techniques and practices now required to successfully engage consumers. The new marketing funnel image speaks to the heart of how dramatic and complex these changes will be for them.

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