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Consumer Engagement
In July 2005, the Advertising Research Foundation, the Association of National Advertisers, and the American Association of Advertising Agencies announced a joint initiative to “encourage industry-wide adoption of “consumer engagement” as a media measurement metric to complement traditional measures of consumer exposure.” In March 2006, a working definition was presented: “Engagement is turning on a prospect to a brand idea enhanced by the surrounding context”.
Establishing a quantitative measure of “engagement” is ongoing. TNS MI/Cymfony has selected a range of perspectives – both pro and con – to help marketers “engage” with this important new concept. |
 Briefing
Book 
Who Cares About Engagement? BIGresearch's VP Joe Pilotta provides a thoughtful analysis of the relationship of engagement to influence.
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Consumer Engagement: What Does it Mean?
iMediaConnection editor Jodi Harris summarizes the keynote panel at the iMediaConnection Agency Summit in May 2006. |
Cymfony Influence 2.0 blog
TNS MI/Cymfony CMO Jim Nail summarizes key learnings at the Advertising Research Foundation’s (ARF) March 21, 2006 Engagement Metrics Panel. |
Advertising: New Rules of Engagement
New York Times Advertising columnist Stuart Elliott’s wrap-up of the ARF's March 21, 2006 event. |
The 4 Types of Engagement
TNS MI/Cymfony's chief strategy and marketing officer, Jim Nail, discusses four kinds of consumer engagement and drops three key ideas for making them work.
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Get Ready to Engage With the Engagement Metric NielsenBuzzMetrics CMO Pete Blackshaw provides an overview of the engagement metrics concept and its link to consumer-generated media. |
Podcast: “Can't get no satisfaction; creating emotional connections”
A Church of the Customer podcast which reviews the Gallup Organizations “Customer Engagement 11” questions, revealing the difficulties of quantifying engagement. It also includes a interview with Deb McLean, head of marketing for Charlotte Metro Credit Union, on how she beats larger financial services companies by creating emotional connections with customers and prospects (fast forward to 17:45 if you want to just hear the interview).
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Listening, Targeting and Engaging.
This June 7, 2006 eMarketer article is interactive-centric but quickly summarizes the deeper, more intangible aspects of the concept of engagement. (Scroll down near the end of the article for the Engagement section, though the Listening and Targeting sections are also worth reading.)
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Best
Practices
World Federation of Advertisers
This organization has a parallel initiative called the “Blueprint for Consumer-Centric Holistic Measurement” which outlines a detailed vision and goals for what these new metrics should accomplish.
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How Marketing Can Save Itself
A summary of a speech at the July 2006 AdTech Chicago conference given by EMM Group CEO Hunter Hastings in which he describes a practical scoring mechanism based on “customer engagement points” that would be analogous to traditional media rating points. |
Engagement Explained
Media expert Erwin Ephron’s eBook discusses the intricacies of defining and measuring engagement.
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Learn More
 Knowledge Center: Consumer-Generated Media
Knowledge Center: Blogs
Knowledge Center: PR Measurement
Knowledge Center: Web 2.0 |
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