London #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 will talk 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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London #B3Seminar: Why brands need to consider their Engagement Rate Optimisation - Andrew Machin
- 1. Welcome to…
- 2. Why brands need to consider Engagement Rate Optimisation Andrew Machin –Head of Creative
- 3. #B3Seminar
- 4. #B3Seminar
- 5. Brand Customer Offer Respond Convert The ‘ORC’ customer journey #B3Seminar
- 6. #B3Seminar
- 7. Display ads served in the US in 2013. ~25% increase on 2009 Comscore #B3Seminar
- 8. Average CTR. Some formats as low as 0.04% Doubleclick #B3Seminar
- 9. Statistically, you are more likely to survive a plane crash Solve Media Research #B3Seminar
- 10. #B3Seminar
- 12. “There is no such thing as an attention span. People have infinite attention if you are entertaining them.” Jerry Seinfeld #B3Seminar
- 14. #B3Seminar
- 15. Because we live in the ‘moment’ Why? #B3Seminar
- 16. #B3Seminar
- 17. #B3Seminar
- 18. moments per day #B3Seminar
- 19. #B3Seminar
- 20. #B3Seminar
- 21. #B3Seminar
- 22. #B3Seminar
- 23. ? #B3Seminar
- 24. ? #B3Seminar
- 25. #B3Seminar
- 26. #B3Seminar
- 27. #B3Seminar
- 28. #B3Seminar
- 29. Brand Customer Moment Relevance Engage The emerging ‘MRE’ customer journey #B3Seminar
- 30. The Audience of 1 #B3Seminar
- 31. How do we become ‘relevant’ to 1? #B3Seminar
- 32. Reallyknow your audience #B3Seminar
- 33. Engagement allows you to learn about your customers #B3Seminar
- 34. Complexity Knowledge Decision/ Experience Model #B3Seminar
- 39. Complexity Knowledge We have matured here #B3Seminar
- 40. Complexity Knowledge We have matured here But up here is where the magic happens #B3Seminar
- 41. Complexity Knowledge Understand motivations concerns through engagement Personalise content to create unique experiences #B3Seminar
- 44. #B3Seminar
- 48. Complexity Knowledge ? #B3Seminar
- 50. #B3Seminar
- 51. Complexity Knowledge In the moment No value Low content Low engagement #B3Seminar
- 52. Why should brands start to optimise their engagement? #B3Seminar
- 53. Engagement fuels Personalisation #B3Seminar
- 54. Personalisation creates Relevance #B3Seminar
- 55. Relevance leads to Experiences in the ‘moment’ #B3Seminar
- 56. #B3Seminar
- 57. #B3Seminar
- 58. -30% Bounce rate +30% Conversion #B3Seminar
- 59. Complexity Knowledge Where are you? #B3Seminar
- 60. Thank you Andrew.Machin@branded3.com @The_MachinBranded3.com @Branded_3