brand engagement

Defining Success in Brand Engagement via Videa (source: Charlene Weisler)

Brand engagement has always been the ultimate measurement goal for marketers because it presumes that engagement with a message will result in action towards sales. But what does engagement measurement really mean and what is the best metric for measuring it? Should marketers define their campaign successes with an engagement metric rather than by delivery or reach?

For the past decade, industry experts and organizations have tried to reach a consensus on the definition of engagement and have come up with hundreds of possibilities. If not everyone can agree on what engagement is, how can we agree on a measurement for it? It’s a conundrum.

Access full article from Videa

Tips to Increase Engagement With Facebook Image Posts

Angie Pascale, writing for ClickZ, discusses the power of images to increase brand engagement with consumers on social platforms.

Pascale states that photos receives 53 percent more likes on Facebook than the average post, and 84 percent more link clicks.

She suggests the following tips when creating and posting images on Facebook:

-Share the images of real people, preferably customers or influencers

-Focus on faces

-Use lifestyle imagery

-Write brief copy

-Encourage short responses to simple questions

-Create image galleries

-Capitalize on the nostalgia effect

Keeping the above points in mind when posting images on Facebook will increase consumer engagement with brands and products.

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Insights for Marketers From The World Happiness Report

Dr. Paul Marsden provides insights from the 2015 World Happiness Report. These insights can provide valuable guidelines for marketers seeking deeper engagement with their customers.

-Customer ratings of their happiness with product, service and brand experiences provide an opportunity for marketers to understand customer satisfaction. Happiness can be measured with the Cantril Ladder.

-Understanding the six drivers of human happiness revealed by this report (health, social support, household income/GDP, trust, generosity, and freedom) provide marketers with the key to positioning their products to satisfy these drivers.

-Knowledge of positive and negative human emotions can provide marketers with guidance when developing campaigns. Critically important to emotional happiness are freedom, generosity, and social support.

-Marketers can help customers achieve purpose and meaning in their lives, which are important factors for human happiness.

Aligning with customer happiness can provide opportunities for marketers.
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