There's been a lot of talk about how to measure marketing. Traditionally, measurement has focused on the behavior/sales that resulted from that specific campaign. Now, there's talk about measuring the impact on your company's overall strategic goals, which is hard to measure in a way that works for the entire organization. Taking that further, is measuring engagement.
Forrester has started a blog to discuss the intersection of marketing and technology (Thanks to Church of the Customer for pointing me to it) and their post, The Reality of Marketing Metrics, talks about all three of these. Best of all, they provided a link to a press release (PDF) THE ADVERTISING RESEARCH FOUNDATION ANNOUNCES DEFINITION OF ENGAGEMENT.
“Engagement occurs as a result of a brand idea or media the consumer experiences which leaves a positive brand impression. It is now a critical advertising model to replace GRPs in the 21st century” says Dr. Joseph Plummer, chief research officer for the ARF.
Engagement is basically a response to communication. I've stressed in a number of my posts about the important of on-demand interactions that enable a company to build relationships. Especially when complex sales are involved in a B2B sale, it's not realistic to ask, how many prospects were converted to customers during this campaign. However, it is realistic to consider how many new relationships have entered the pipeline as a result.
But I don't think engagement stops there. I think if you plan pathways to building relationships through knowledge exchange and other online interactions and track the progress, you'll begin to build a knowledgebase about how your market responds to the interactions you create.
Starting conversations and engaging prospects is still an art form. If you continue tracking the relationships and apply them to the
company's strategic goals, you'll also start to see how marketing is
impacting where and how your company will get where it's going. You'll also be able to make corrections along the way, if you see the impact is not fulfilling on the strategy.
How many companies do you know that actually know who you are? But, the beautry of online interactive tools allows you to engage people without giant expense - if you have a web platform that provides tool that business users can manage.
How are you engaging your prospects?