Future of Web Design 2007: Maximising Consumer Engagement Online
Wednesday, April 18, 2007Maximising Consumer Engagement Online
William Rosen
Engagement – acitive state of focused attention during an exchange of value between consumer and business
Why does engagement matter to marketers?
- Frames the future of connectinos between consumers and brands
- It better defines effective comunication with customers
Begin by modeling consumer behaviour / experience
- What are their goals / process to achieve them?
Consumer
I need something -> what’s right for me -> PURCHASE -> Am I happy with it -> do i want more
Company
Awareness (research)-> interest (inform) -> preference -> PURCHASE -> support (eg loyalty programme)-> re-purchase
Consumers don’t separate their online and offline lives
Smart digital connects, integrates with other marketing eforts
Different types of consumer value
- Entertainment
eg kids creating cartoons online and selling POPTARTS ads around this
- Personalisation
eg SingTel, asia created an online interactive gameshow, like blog idol big brother stylee in singapore
client value: data capture, lead generation
consumer value: chance to be famous
- Propretary content
eg Purina – petcare podcasts
client value: created a dialogue with consumers, increased brand awareness, create a preference for the brand by positioning and an expert
consumer value: unique content, and exclusive myspace partnership offered access via mobile phone -
- Offer-based financial value
self explanatory
Value exhange
Consumers want to play, have fun and be entertained.
Play
eg Cadillac + XBox360
Rather than just slap logo into racing game (no consumer value), created expansion pack which allowed you to have 3 extra in-game cars to drive. Virtual test drive. Created value for client and consumer. Kerching! Also brought in and raised Cadillac awareness amongst a younger audience, which the client wanted.
Personalisation/self-expression
Nike isn’t the only brand giving control to customers (trainers)
Timberland also doing this
eg HomeDepot + arc = BEHR paint
Choosing colours for home is difficult, so whites and neutrals account for more than 90% of purchases
Helping consumers visualise the final room will enable them to make bolder choices and buy more colour. More colour = more $$$ because you need more different cans of paint & leftovers (is less efficient)
Solution: create online sandbox to experiment. Application will warn users when they’re making a hideous mess. At the end, printout and take to store -> all BEHR paint and so built disposition towards the brand. http://www.behr.com/behrx/workbook/index.jsp
eg VERB Yellowball
Campaign to get tweens more physically active. Verb is new brand around this. Online&offline intersection
Distrubuted 500,000 yellow playground balls, printed with 3 instructions
1) Play with the ball
2) Go to verbnow.com, tell us what you did with this ball (via code)
3) Pass ball to someone else
Viral connection – inspires kids to do something special with the ball
Balls given to relevant celebs
Free iTunes download every time you blog about the ball
[But why does this make kids carry on being active? Surely this is a play once, pass it on thing? And then listen to iTunes song and sit in front of their computer again]
Video link a nice idea
Interactive projections created intrigue – used Reactrix http://www.reactrix.com
Teacher pocket guide to bring yellowball into school
Q&A
How expensive are these promotional campaigns?
Verb not that expensive – balls were expensive but then just one site (6 month programme)
BEHR paint – a few years old, just need to keep it fresh and keep a step ahead
Not trying to preach – trying to help users to deal with a problem, with the help of a brand. Value exchange vs preaching.
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