Leeds #B3Seminar: Why Brands Need to Consider Their Engagement Rate Optimisation - Andrew Machin
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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.
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Leeds #B3Seminar: Why Brands Need to Consider Their Engagement Rate Optimisation - Andrew Machin
- 1. Why brands need to consider Engagement Rate Optimisation Andrew Machin –Head of Creative
- 2. Sorry
- 3. Brand User Offer Respond Convert The ‘ORC’ customer journey
- 5. Display ads served in the US in 2013. ~25% increase on 2009 Comscore
- 6. Average CTR. Some formats as low as 0.04% Doubleclick
- 7. Statistically, you are more likely to survive a plane crash Solve Media Research
- 8. Statistically, you are more likely to survive a plane crash CURSE YOU, GROUPON!!! Solve Media Research
- 10. A.D.D.?
- 11. “There is no such thing as an attention span. People have infinite attention if you are entertaining them.” Jerry Seinfeld
- 12. A.D.D.M.R.D.
- 14. Because we live in the ‘moment’ Why?
- 17. moments per day
- 21. ?
- 22. ?
- 28. Brand User Moment Relevance Engage The emerging ‘MRE’ customer journey
- 29. The Audience of 1
- 30. How do we become ‘relevant’ to 1?
- 32. Engagement allows you to personalise your Customers’ Experienceto make you relevant
- 35. Complexity Knowledge We have matured here
- 36. Complexity Knowledge We have matured here But up here is where the magic happens
- 37. Complexity Knowledge Understand motivations concerns through engagement Personalise content
- 47. Complexity Knowledge In the moment No value Low content Low engagement
- 48. Why should brands start to optimise their engagement?
- 49. Engagement leads to Personalisation
- 50. Personalisation leads to Relevance
- 51. Relevance leads to Experiences in the ‘moment’
- 54. -30% Bounce rate +30% Conversion
- 55. “If youdislike change, you're going to dislike irrelevance even more.” EricKenShinseki
- 56. Thank you Andrew.Machin@branded3.com @The_MachinBranded3.com @Branded_3