Advertising Age has been recently publishing a series of interesting articles about the evolution of new media communication. Especially for those of us who work on the client side, it’s important to understand how consumers use the Web (and other new devices), in order to plan in advance brand strategies to make them happy. The first article, by Abbey Klaassen, was published last week: Stop With the Engagement Already, It’s About Receptivity. Actually it’s about TV advertising, but it presents some ideas which can be also applied to the Web. Basically, it talks about “ad receptivity”, which means, first attract the right audience, and then engage it. A concept which is “slightly” different than engage and then make receptive to your marketing message, as we are used to. It’s interesting to take note, try to apply, and then measure results.
On ClickZ, writes a very interesting article on the “engagement” idea in online marketing. I’m so happy to hear her point of view on this topic! One thing’s for certain: engagement as the objective of your next marketing campaign doesn’t make a lot of sense, at least until we’ve figured out how to definitively measure the results. It’s amazing how many times we concentrate all our attention on the “beauty” of a website, on how it is funny or on its viral potentials etc… and we therefore miss the key points any online effort should bear in mind: which are the marketing and communication objectives of my online campaign? Who am I trying to reach? Viral marketing applications can also be effective where engaging consumers is concerned if they serve a purpose beyond just that. Take a moment to recall some of the most popular viral videos and interactive tools and you’ll realize their success wasn’t measured in their ability to engage alone.
I always read with great interest articles talking about interactivity and user engagement but, this time, I’ve been rather disappointed by Jeremy Lockhorn article on ClickZ The Rules of Engagement. No new ideas, no new tips, no new opinion, just a bunch of obvious stuffs. Sorry for this “extreme” judgement, but I’m used to expect high quality content from ClickZ and this way it’s easier to get disappointed, even though I understand it’s August, it’s hot, and the climate influences our performances
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