Engagement Sells: How Online Content Can Move Product
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Marketing organizations face challenges in measuring the valuation of short-form and long-form content. Often, content programs (custom magazines, newsletters, microsites, etc.) are evaluated based on the amount of time a prospect or customer spends with the information, either in print or online.
A better scenario is showing that the time customers spend with an organization's content is directly attributable to either a buying activity or their propensity to buy.
| Submitted By: | juntajoe 10 months ago. |
| Category: | |
| Tags: | microsites, emarketing, engagement, p&g, joe pulizzi, chief marketer |
| Viewed: | 151 times |
| Emailed: | 0 times |
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by keulenae 10 months ago.Excellent article Joe. And quite a few good pointers on impact assessment. I like the concept of 'time as the most precious resource', and hence using it as a metric for engagement. However, it gets very complicated - users can spend 30 seconds on your site to download an eBook which they spend half a day reading offline.
by juntajoe 10 months ago.You are correct. Very challenging to measure engagement. In the era where marketing managers are looking to the "one" component that made the sell (which there usually isn't), online time measures cannot tell the full story.
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