Comments on: The mindset of marketers on ROI and engagement

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Tue, 04 Mar 2008 10:41:01 +0000

[...] The mindset of marketers on ROI and engagement – 3,617 Views [...]

By: Nathan Ketsdever

Nathan Ketsdever — Fri, 18 Jan 2008 21:07:13 +0000

The specific ROI of Social Media I believe is hard to track, but it seems comparatively easier to track than most forms of advertising. Also, the internet gives you cheap, automated metrics.

Alternatively, simple page clicks may not be the best metrics.

By: Francois Gossieaux

Francois Gossieaux — Fri, 18 Jan 2008 19:51:14 +0000

Jonathan – thanks for mentioning my post. I agree with your points on engagement…although with a definition for engagement like “Turning on a prospect to a brand idea enhanced by the surrounding context,” I am sure many marketers are having trouble figuring out whether that is important for them or not :)

Also, I expanded some of my thought on ROI in a post titled “Measuring Marketing ROI Can Be Harmful to Your Marketing Department!” (http://tinyurl.com/2kafkg) – I’d appreciate your input if you have a minute.

By: Jonathan Trenn

Jonathan Trenn — Fri, 18 Jan 2008 16:36:10 +0000

@Jason

You are right about the fact that reading a magazine article is very engaging…but are you paying attention to the ads in the publication while you are reading? That’s the key question here. It’s more related to what type of medium is more effective for marketing engagement as opposed to what type of medium is more engaging for the user? You may remember the article, but can you remember the ads?

The interactive part of online inherently ALLOWS for engagement. Social media even more so. The fact that ROI is becoming that much more of a requirement could likely mean more attempts at shoving things down as many throats as possible with little engagement.

By: Jason Peck

Jason Peck — Fri, 18 Jan 2008 16:17:14 +0000

I don’t think interactivity and engagement *necessarily go hand in hand, though they will more in the future. I can sort of understand how print could be considered more engaging than online for some people. For me, it’s hard to read a magazine and do other things at the same time. Usually, when I’m reading a mag, I’m completely focused on the one article I’m reading. But when I’m online I usually have 10 tabs open and I’m not really paying full attention to any of them.

That said, I do think it’s vital that brands figure out how to engage people online, especially with social media. I can’t remember who said it but it’s important that brands don’t constantly shove products and messages down people’s throat via social media–this is like when you hang out with that one friend who’s always trying to sell you stuff. Eventually you stop hanging out with him because he doesn’t know when to stop selling to you.