Google is out with another study. If you haven't begun doing so you should really check out Google Think. I've linked to the best articles and studies from there already, in my blog for your convenience, but you may find other articles interesting as well.
This is the first of a three part study on how to build an engagement engine, or a way to engage with your customers.
build-your-engagement-engine-part-1
Here is a bit from the article:
Marketing has changed. Once, offering killer creative was enough. Now that’s just the first act. In the participation age, consumers want an opportunity to tell brands what they think of their content — and expect brands to prove they’re listening. In the first article of a three-part series, David Mogensen, Head of Brand Engagement for YouTube and a former brand marketer for a Global Fortune 500 company, highlights some of the ways marketers are prioritizing engagement in their media planning through a combination of nimble media, ads consumers choose, and longer campaign windows.
Happy reading,
J.W. Gant
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