Monday, November 26, 2007

Study Analyzes Social Engagement Marketing

by Gavin O'Malley
That social networks are monopolizing an ever greater share of consumers' time is clear. It is less clear exactly how marketers in the United States and abroad can most effectively measure their engagement across these burgeoning channels. JupiterResearch recently analyzed the European market for social and engagement marketing, which highlights key findings about how marketers and their agencies measure the effectiveness of engagement in marketing campaigns

Good to check what the deal actually is
It's true what they say: "click-through rates and impressions. While these metrics can contribute to marketers' understanding of engagement, on their own they are simple and unenlightening direct response metrics"

The metrics we should also be looking at are:
"including interaction rates, ad display time, video play time, click-through rates, and both positive and negative user interactions. Positive interactions can include mouse-overs, banner expands, video plays and average display time.
Negative interactions can include the "click to close" actions. With this Index data, clients can compare their ads' performance against the average performance for each ad format and campaign, as well as compare engagement levels for all ads within a particular industry."

Good one Jupiter.

I think this is the right study.

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