London #B3Seminar: Why brands need to consider their Engagement Rate Optimisation - Andrew Machin
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Welcome to…
description
It's no mystery now as to why audience engagement plays such a salient role in the current digital landscape, but how should brands be going about this? Head of Creative, Andrew Machin will talk about the concept of Engagement Optimisation as an exercise, the ways in which you can apply this to your site, and also why a focus on only conversion rates can be a misguided metric to measure the success of your site.
Transcript of London #B3Seminar: Why brands need to consider their Engagement Rate Optimisation - Andrew Machin
Welcome to…
Why brands need to consider Engagement
Rate Optimisation
Andrew Machin – Head of Creative
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Brand
Customer
Offer
Respond
Convert
The ‘ORC’ customer journey#B3Seminar
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Display ads served in the US in 2013. ~25% increase on 2009
Comscore
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Average CTR. Some formats as low as 0.04%
Doubleclick
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Statistically, you are more likely to survive a plane crash
Solve Media Research
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A.D.D.?
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“There is no such thing as an attention span. People have infinite attention if you are entertaining them.”
Jerry Seinfeld
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A.D.D. M.R.D.
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Because we live in the ‘moment’
Why?
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moments per day
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?
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?
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Brand
Customer Moment
Relevance
Engage
The emerging ‘MRE’ customer journey#B3Seminar
The Audience of 1
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How do we become ‘relevant’ to 1?
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Really know your audience
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Engagement allows you to learn about your
customers
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Com
plex
ity
Knowledge
Decision/Experience
Model
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plex
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Knowledge
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plex
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plex
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plex
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We have matured here
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Com
plex
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We have matured here
But up here is where the magic happens
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Com
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Understand motivations
concerns through engagement
Personalisecontent to create
unique experiences
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Com
plex
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Knowledge
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plex
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Knowledge
?
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In the moment
No value
Low content
Low engagement
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Why should brands start to optimise
their engagement?
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Engagement fuels Personalisation
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Personalisation creates Relevance
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Relevance leads to Experiences in the
‘moment’
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-30% Bounce rate+30% Conversion
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Com
plex
ity
Knowledge
Where are you?
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