Brands have a plethora of ways to digitally engage with consumers. With each device and online platform comes different ways to measure that engagement.
This can be problematic when trying to ascertain what matters. For example, clicking on a display advertisement has been shown to have no value in terms of predicting effectiveness, while other consideration such as attitudes toward a website (especially trust in the site), motivations for using the site, and overall opinion of a site seem more likely to influence engagement with brand advertising.
Complicating the situation:
Measurement, the author concludes, is a work in progress. “Immediacy and relevance in an ‘I-want’ world … would appear to trump loyalty nowadays,” he says. But among the winners “will be brands that are able to derive methods to measure and understand consumer demands for mobile engagement and then deliver against those needs.”