leeds #b3seminar: why brands need to consider their engagement rate optimisation - andrew machin
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 talks 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
Why brands need to consider Engagement
Rate Optimisation
Andrew Machin – Head of Creative
Sorry
Brand
User
Offer
Respond
Convert
The ‘ORC’ customer journey
Display ads served in the US in 2013. ~25% increase on 2009
Comscore
Average CTR. Some formats as low as 0.04%
Doubleclick
Statistically, you are more likely to survive a plane crash
Solve Media Research
Statistically, you are more likely to survive a plane crash
CURSE YOU,GROUPON!!!
Solve Media Research
A.D.D.?
“There is no such thing as an attention span. People have infinite attention if you are entertaining them.”
Jerry Seinfeld
A.D.D. M.R.D.
Because we live in the ‘moment’
Why?
moments per day
?
?
Brand
User Moment
Relevance
Engage
The emerging ‘MRE’ customer journey
The Audience of 1
How do we become ‘relevant’ to 1?
Know your audience
Engagement allows you to personalise your
Customers’ Experienceto make you relevant
Com
plex
ity
Knowledge
Com
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Knowledge
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We have matured here
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We have matured here
But up here is where the magic happens
Com
plex
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Knowledge
Understand motivations
concerns through engagement
Personalisecontent
Com
plex
ity
Knowledge
Com
plex
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Knowledge
Com
plex
ity
Knowledge
Com
plex
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Knowledge
?
Com
plex
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Knowledge
Com
plex
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Knowledge
Com
plex
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Knowledge
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Knowledge
In the moment
No value
Low content
Low engagement
Why should brands start to optimise
their engagement?
Engagement leads to Personalisation
Personalisation leads to Relevance
Relevance leads to Experiences in the
‘moment’
-30% Bounce rate+30% Conversion
“If you dislike change, you're going to dislike irrelevance even more.”Eric Ken Shinseki
