What if brand websites were the best drivers and proofs of Engagement?

We really applaude the leading initiative of the Advertising Research Foundation in its efforts to move the advertising industry to finally pay better attention to “consumer empowerment”, and the need to better value media and marketing in their abilities not only to distribute “contacts” but also, and more importantly, to engage consumers. The just released definition of engagement tells us that:

“Engagement is turning on a prospect to a brand idea enhanced by the surrounding context…Marketers have identified engagement as a crucial component that underlies consumer brand preference and loyalty especially in response to communications.

“Engagement occurs as a result of a brand idea or media the consumer experiences which leaves a positive brand impression. It is now a critical advertising model to replace GRPs in the 21st century” says Dr. Joseph Plummer, chief research officer for the ARF. “It is important that we think hard about engagement to develop a robust measurement of when consumers are strongly engaged in brands, brand ideas and their surrounding environments.”

So, from the ARF definition, it seems clear that Engagement really occurs through an interaction with the brand or the product itself. Quite clearly, it therefore seems that “interactive media” have a clear edge vs other media as they offer consumers the possibility to interact with their favourite brands or products. As such, the brands that best use the interactive media are probably the ones that will win in the future…but

“all brands can engage with their customers…:on their brand websites!"

As I already pointed out on a previous post that brand websites were a great place to learn and listen to the brand best customers and advocates (more details here), and in fact, our data demonstrate it, brand websites may be the best “media” to engage consumers as they provide a unique ability to “turn on” consumers to a “brand idea”.

In essence, we believe that brand websites offer the ‘magic moment’ when brands can make headway in changing the minds and hearts of >“receptive consumers”…Receptive? Why? Because they want to engage with the brand and give it their full attention as they come to the brand website! Their “share of choice” (we thank Ted Mc Connell from P&G for the useful and great expression he recently came up with) is all for the brand then…