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Web2.0_Brandsential

Web2.0_Brandsential

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Published by jeffrey.veffer
Brand engagement in Web2.0 takes place over a longer period with a more interactive experience, so traditional metrics will not give the whole picture.
There is a need to understand the brand attributes and the associations that these attributes have for the customers.
Today’s customers are better informed and accustomed to a more interactive experience with products and services, leading to a greater engagement with brands.
These interactions are taking place over longer periods so there is a need to measure brand engagement in different ways than simply conversion or pageviews.
It becomes increasingly important to value customer engagement over time and realize that the brand relationship is multi-faceted.
Competitors are already taking advantage of this and introducing new ways to leverage their programs and communication with customers
Brand engagement in Web2.0 takes place over a longer period with a more interactive experience, so traditional metrics will not give the whole picture.
There is a need to understand the brand attributes and the associations that these attributes have for the customers.
Today’s customers are better informed and accustomed to a more interactive experience with products and services, leading to a greater engagement with brands.
These interactions are taking place over longer periods so there is a need to measure brand engagement in different ways than simply conversion or pageviews.
It becomes increasingly important to value customer engagement over time and realize that the brand relationship is multi-faceted.
Competitors are already taking advantage of this and introducing new ways to leverage their programs and communication with customers

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Published by: jeffrey.veffer on Jan 10, 2009
Copyright:Traditional Copyright: All rights reserved

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05/09/2014

original

 
Oct 21, 2008
brandsential
Page 1
Are you ready for Web2.0?
 
Oct 21, 2008
brandsential
Page 2
If you are not ready for Web2.0, too bad. Your competitorsand your customers are already going there.
Consider this:
 –Young homebuyers are starting to ask homebuilders to delete the traditional30” range and fill in with cabinets. They are choosing instead to installconvection ovens to align with their lifestyles surrounding pre-prepared wholemeals –Young millennials in Japan are not choosing to get their drivers licences asthey can achieve a level of closeness with their friends using social media,mobile connectivity and instant messaging. This is making automotivemanufacturers increasing worried about being marginalized –Shopping is quickly changing from a task to a form “social entertainment”with recommendations and affinity programs that leverage personal buyinghabits with extended groups of friends –Competitors are already taking advantage of these trends and introducingnew ways to leverage their programs and communication with customers
 
Oct 21, 2008
brandsential
Page 3
Understanding deep customer needs andcreating an internal culture for success iscrucial

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