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More Signal
Less Noise
-----------------------------Why attention matters,
and engagement is a tactic
not an outcome
Simon Nash, Head of Planning
@simonnash
Attention Matters!

“

Roughly 99.9% of online
banners are never clicked.
-------------------------------------Michael Bre...
Attention Matters!

“

Buyers wait until they
have completed 60-80% of
their research before
reaching out to vendors
-----...
Everyone’s at it
But conversations about
engagement often miss the

bigger picture
Engagement is important but

It’s what you do with it
that counts.
Nowadays people expect
content and experiences that are more

meaningful
Engagement should

effect changes in behaviour
Engagement should

influence action
Engagement should deliver

competitive advantage

“

----------------------------------------------------------To create f...
The process can be

Direct or indirect
It takes time
to communicate your
message whilst engaging
To get results
Members
Awareness

Consideration
(amongst those who are aware but not buying TGL)
Preference
(vs. Glenfiddi...
The building blocks
You need to understand what makes
your audience tick
Recognise its all about

value exchange
Understand

how people use our content
-----------------------------------------------------------

“

If I like your cont...
Play the long game
and understand the role of every interaction
Engagement should not be
treated as a side-show
It’s a crucial element of your

multi-channel marketing plan
Focus on the

customer experience
& create clear

paths to action
To achieve this you need

system-thinking
Supported by

culture and processes
And one eye
firmly on the prize
Talk to us
@ReadingRoomUK

www.readingroom.com
More Signal Less Noise; Why attention matters, and engagement is a tactic not an outcome, Readingroom
More Signal Less Noise; Why attention matters, and engagement is a tactic not an outcome, Readingroom
More Signal Less Noise; Why attention matters, and engagement is a tactic not an outcome, Readingroom
More Signal Less Noise; Why attention matters, and engagement is a tactic not an outcome, Readingroom
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More Signal Less Noise; Why attention matters, and engagement is a tactic not an outcome, Readingroom

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Transcript of "More Signal Less Noise; Why attention matters, and engagement is a tactic not an outcome, Readingroom"

  1. 1. More Signal Less Noise -----------------------------Why attention matters, and engagement is a tactic not an outcome
  2. 2. Simon Nash, Head of Planning @simonnash
  3. 3. Attention Matters! “ Roughly 99.9% of online banners are never clicked. -------------------------------------Michael Brenner, Senior Director of Global Marketing at SAP ”
  4. 4. Attention Matters! “ Buyers wait until they have completed 60-80% of their research before reaching out to vendors -------------------------------------Michael Brenner, Senior Director of Global Marketing at SAP ”
  5. 5. Everyone’s at it
  6. 6. But conversations about engagement often miss the bigger picture
  7. 7. Engagement is important but It’s what you do with it that counts.
  8. 8. Nowadays people expect content and experiences that are more meaningful
  9. 9. Engagement should effect changes in behaviour
  10. 10. Engagement should influence action
  11. 11. Engagement should deliver competitive advantage “ ----------------------------------------------------------To create future customers who will drive the business forward. Brand engagements are platform engagements. This means advancing customers into new creative realms–and markets– where they can add value back to the brand, and where competitors can’t follow. ---------------------------------------------Brian Phipps ”
  12. 12. The process can be Direct or indirect
  13. 13. It takes time to communicate your message whilst engaging
  14. 14. To get results Members Awareness Consideration (amongst those who are aware but not buying TGL) Preference (vs. Glenfiddich, Glenmorangie) Brand I trust Brand for me Consumption / Sales regular buyers of TGL +58% +75% +113% +24% +37% 52%
  15. 15. The building blocks
  16. 16. You need to understand what makes your audience tick
  17. 17. Recognise its all about value exchange
  18. 18. Understand how people use our content ----------------------------------------------------------- “ If I like your content it’s not because I like your brand it’s because I like my friends. ---------------------------------------------Henry Jenkins - ‘Spreadable Media ‘ ”
  19. 19. Play the long game and understand the role of every interaction
  20. 20. Engagement should not be treated as a side-show
  21. 21. It’s a crucial element of your multi-channel marketing plan
  22. 22. Focus on the customer experience & create clear paths to action
  23. 23. To achieve this you need system-thinking
  24. 24. Supported by culture and processes
  25. 25. And one eye firmly on the prize
  26. 26. Talk to us @ReadingRoomUK www.readingroom.com
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