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Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
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How Estimated Reading Times Increase Engagement With Content

How Estimated Reading Times Increase Engagement With Content | Integrated Brand Communications | Scoop.it

How much time does the average adult in the United States spend with digital media every day? According to an August 2013 estimate by eMarketer: 5 hours and 16 minutes. Calculated another way, that’s 316 minutes per day. How many of those 316 minutes do they spend reading your content?

 

Estimated Online Reading Time

 

Basic website analytics can give you an idea with time-on-site and bounce rate metrics. A more sophisticated analytics implementation could tell you exactly how far down on the page your readers get, and how long it takes them to get there.

 

But, if you just tell readers how many minutes it will take them to read your article, they’ll be more likely to read it. It’s psychology at work. That, in turn, works in your favor.

 

Here’s what you need to know about estimated reading times online: where they came from, why to use them, how to calculate them and when to avoid them.

Russ Merz, Ph.D.'s insight:

A summary of how reading time metrics can be used to estimate (predict?) the #engagement of target audiences with brand #marketingcontent.

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oliviachristy's curator insight, October 2, 2014 6:17 PM

This is an interesting scientific approach to the question of consumer engagement on social media.Understanding how long a user is likely to spend reading any given content could provide valuable insight into their level of engagement. Marketers can tailor their content to best hold the consumers attention.

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Leverage the selfie to create deeper brand engagements - Mobile Marketer - Strategy

Leverage the selfie to create deeper brand engagements - Mobile Marketer - Strategy | Integrated Brand Communications | Scoop.it

As the selfie becomes more popular, marketers should move quickly to tap into the trend as a way to drive consumer engagement before the quickly-evolving mobile space moves onto the next fad. 

 

The selfie, or a photograph taken of one’s self with a smartphone camera, has become a popular trend on social media, with consumers posting and sharing images of themselves in creative and fun ways. Marketers can take advantage of this trend by launching campaigns that integrate the selfie in social sharing.

 

“The selfie and other forms of user-generated content can be key elements to extend a campaign,” said Tom Edwards, vice president of digital strategy at The Marketing Arm, Dallas. “Whether it's a form of submission for a promotion or recognizing a fan of the brand, tapping into a natural behavior and aligning it with the persona of the brand creates deeper engagement opportunities.”

Russ Merz, Ph.D.'s insight:

Building fun into #brand #promotions to build engagement.

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How Brand Content Helped Transform a Bank into a Media Master

How Brand Content Helped Transform a Bank into a Media Master | Integrated Brand Communications | Scoop.it

How many banks can you think of that put so much faith in the power of brand content that they began producing award-winning television and video shows on a daily basis? No matter how hard you try, it’s likely you’ll only come up with one: Jyske (pronounced You-ska) Bank.

 

Jyske Bank has created one of the most high-tech, in-house television production studios in Denmark. In fact, the company refers to itself as both a bank and a media company. Jyskebank.tvproduces amazing financial programming, as well as compelling stories that the bank believes are relevant to its core audience of younger consumers and small enterprises.

 

Jyske’s brand content program is made up of two key values:

Remaining true to the organization’s guiding vision, which it calls “Our Foundations“Telling good stories

In addition, every piece of content the company shares is embeddable or sharable on other sites. Because of this “sharing” philosophy, 80 percent of Jyske’s content is viewed, not on its website or owned channels, but rather on outside sources, according to the company.

Russ Merz, Ph.D.'s insight:

Very interesting case example of how a brand used its expertise to create content and build greater brand engagement.

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Three game mechanics you should borrow from Candy Crush

Three game mechanics you should borrow from Candy Crush | Integrated Brand Communications | Scoop.it

Game mechanics are the building blocks of a successful gamification strategy.


These elements make the experience engaging and fun for the consumer. Points, badges and leaderboards are the go-to mechanics marketers often use to make their programs more engaging, but the mechanics marketers can tap go beyond PBLs (as they’re called among game designers). 

 

Candy Crush, the social game that is more popular than every other game on Facebook, uses a long list of mechanics to create motivating and addictive experience for the user.

 

And there are a number of lessons marketers can learn from the torrid success of Candy Crush.

 

Here are a few game mechanics you should think about borrowing from Candy Crush and including in your loyalty program or next promotional campaign.

Russ Merz, Ph.D.'s insight:

Games can be used to build #brand #engagement and #loyalty. In this article three ways game mechanics or techniques that can be used to achieve those objectives are discussed. Examples of #gamification methods used by Candy Crush, Starbucks and Orbitz are highlighted.

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Clorox second-screen campaign generates 54pc engagement rate - Mobile Marketer - Advertising

Clorox second-screen campaign generates 54pc engagement rate - Mobile Marketer - Advertising | Integrated Brand Communications | Scoop.it

Clorox recently leveraged second-screen mobile application Viggle with a campaign that resulted in a high percentage of consumers interacting with the app’s content.

Clorox used Viggle to add some digital components to its advertising around ABC’s “The Bachelorette" with a campaign that ran from May 27 to July 31. The company defines engagement rate as viewers who saw the video placement and then completed the video with branded ad formats on Viggle.

Second-screen opportunities
The campaign built on Clorox’s ‘Bleachable Moments’ campaign and asked consumers to vote on their 12 favorite ‘bleachable’ or cringeworthy moments throughout the show by checking-in to the Viggle app or at ABC.com/TheBachelorette.

Russ Merz, Ph.D.'s insight:

#Mobile #App tie-in to TV programming increases #brand #engagement.

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Amazon And Samsung Unseat Apple In 2013 Customer Loyalty Engagement Index - Forbes

Amazon And Samsung Unseat Apple In 2013 Customer Loyalty Engagement Index - Forbes | Integrated Brand Communications | Scoop.it
If you watched the commercials on the Super Bowl this past Sunday it won’t come as a surprise that consumers desperately need greater levels of emotional engagement, if marketers want to – not just entertain – but actually sell products and build...

Via Sylvain Leroux
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