The case studies presented in this ad:tech NY podcast will show how CGM fits into the engagement equation in brand engagement, media engagement and advertising engagement.
Fueled by the rise of interactive media and consumer empowerment, marketing industry leaders and trade groups (e.g., ARF, ANA, AAAA) have announced a steadfast need to adopt “engagement” as a complement to traditional exposure measures. The ARF recently unveiled its definition of engagement:
The definition of engagement is turning on a prospect to a brand idea enhanced by the surrounding context.
Although it is unclear how this new initiative will evolve, one thing is certain: word of mouth, the oldest and most influential form of communication, is tied to the notion of engagement. With the rise of the internet, social media technologies and powerful search engines, online word of mouth (i.e., consumer-generated media-- CGM) is quickly becoming a central theme in the engagement discussion. Through concrete case studies, this panel will discuss three primary ways to apply CGM for engagement measurement:
- Identify individuals who are engaged
- Indicate degree of that engagement
- Predict consumer response, given that engagement
- The case studies presented will show how CGM fits into the engagement equation in brand engagement, media engagement and advertising engagement.
Finally, the panel will offer advice for strategies and tactics to help marketers and researchers start leveraging these principles within their existing operations.
Note: Our podcast theme was written by Derek K. Miller. Visit him online at penmachine.com.
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Speaker(s): Terry Pittman, AOL Digital Services; Jonah Peretti, Huffington Post; Bob DeSena, Active Engagement, Mediaedge:cia; Ze Frank, ZeFrank.com
Format: 01:08:12, 27.5 MB, MP3