Global measurement of engagement in the era of the empowered consumer

At a time when metrics are essential to demonstrate the results of a given campaign or action, companies must choose to measure engagement globally. This means going beyond the number of followers, likes or comments and taking into account the value of other indicators.

Currently there are many digital tools at our disposal, both free and paid, that allow us to obtain data as relevant as the place from where users access the web page, the frequency with which they visit or what they scroll.

At the time of measuring engagement it is important, also, to know if the content that we have shared has been of interest to our public, if it has influenced purchase decision and / or the perception of the brand. In short, find out about the commitment, follow-up and interaction that exists between a brand and its followers in the digital world.

All management requires metrics and these must be specific with simple formulas. In order to establish them, we must differentiate the way in which the user interacts with the brand -web, blog, social networks or email marketing- and establish a ratio that quantifies their level of response. Each user who browses through the Internet leaves a lot of very useful information in establishing brand strategy. A company that is able to monitor these data, read and interpret them correctly, will have a good foundation to establish a strategy that gets your audience to fall in love.

In the strategic construction of a brand we have to bear in mind that engagement goes beyond a like, it is a long-term relationship. It is very complicated to get the commitment of a person to a brand and this requires great effort in maintaining it over time. Therefore, it is important to nurture the different communication channels that we establish and that will strike up conversations between both parties.

The measurement of engagement in a global way opens a universe of business opportunities and branding to companies. Achieving revenue and ROI depends on each company’s strategic vision in the development of content and its publication in the different social media. Sometimes the secret lies in thinking about the audience and not so much about the brand itself.

And in fact, engagement is linked with emotions and the ability of brands to empathize with their audiences, as it is the only way to create bonds that endure over time. Companies must know the most appropriate time to interact with their followers, the most appropriate message they should share through a given channel and the most relevant way to do it.

We are at a time when the consumer is more informed, more demanding with brands and wants to participate in each of his/her decisions. Consumers purchase and use products and services in a more autonomous way and prioritize immediacy and personalization when buying. Given this empowerment, the analysis of online users should be the first objective of brands in order to segment their audiences and know how to act with each of them. Technological platforms and hyper-connectivity are great facilitators that will allow us to conquer the client, establish KPIs in accordance with the company’s objectives and strategy and thus achieve the desired engagement.

If you want to know how ATREVIA can help you impact your audiences and build links to deliver results, contact Isabel Lara, Vice President of ATREVIA

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