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 |
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