There's a whole world of engagement actions to offer, encourage, and measure in the online media landscape that do a couple of really exciting things.
First, they create much deeper brand/consumer interactions that leave a deeper impression in the mind of your target audience, and if done properly can be the equivalent of months and even years of impression frequency. In one shot you can embed an incredibly durable set of thoughts, desires, and emotions into the mind of your target consumer. For example, when you get a consumer to play a game, watch a video, or join a contest that has a robust brand building workflow, you pack in the equivalent of a consumer paying attention to literally dozens of your ads into one session!
Second, you can actually utilize engagement to create millions of additional impressions from the paid engagements that you encourage, adding serious octane to your advertising programs. This is powerful stuff and can turn even modest ad budgets into major brand builders.
So below are some interesting examples of engagements that you can encourage and measure to add octane to what you do online. These are things that you can use to layer in a whole new world of metrics to your reports. What am I missing? Please add them in the comments section.
The key thing with the above ideas is, whether they are new or not, they can all be worked into your online campaigns and be measured. Encourage people to think beyond the impression and click to formulate full paths of engagement that a) deepen the branding experience, b) escalate people through the sales process, c) encourage social sharing, and d) inject assets into the consumer space that can live forever.
Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
As founder and CEO of Overdrive, Harry Gold is the architect and conductor behind the company's ROI-driven programs. His primary mission is to create innovative marketing programs based on real-world success and to ensure the marketing and technology practices that drive those successes are continually institutionalized into the culture and methods of the agency. What excites him is the knowledge that Overdrive's collaborative environment has created a company of online media, SEM, and online behavioral experts who drive success for the clients and companies they serve. Overdrive serves a diverse base of B2B and B2C clients that demand a high level of accountability and ROI from their online programs and campaigns.
Harry started his career in 1995 when he founded online marketing firm Interactive Promotions, serving such clients as Microsoft, "The Financial Times," the Hard Rock Cafe, and the City of Boston. Since then, he has been at the forefront of online branding and channel creation, developing successful Web and search engine-based marketing programs for various agencies and Fortune 500 companies.
Harry is a frequent lecturer on SEM and online media for The New England Direct Marketing Association; Ad Club; the University of Massachusetts, Boston; Harvard University; and Boston University.
March 19, 2014