DALLAS--(BUSINESS WIRE)--According to a new research study conducted by media industry leader Scott Moore on behalf of Share Rocket, marketers must understand, measure and harness media engagement to drive ad effectiveness with today’s digital-savvy consumer.
The paper, “Consumer Engagement: The Important and Often Overlooked Role of Media Engagement” showcases insights and findings on the current advertising ecosystem, the shifting behavior of consumers and immediate steps marketers, advertisers and publishers can take to tap into the potential of engagement to drive growth. Key findings of the study include:
- Media engagement is essential to creating customer engagement: This long established fact is often overlooked as improvements in audience targeting get most of the attention.
- Media that moves the needle on newer, more refined engagement metrics drives results: Recent research has identified predictive measures of engagement (e.g. shares, likes, comments, etc.) that are especially tied to advertising results.
- Quality of Inventory: Social media from trusted publishers is extremely valuable and has intrinsic characteristics that drive results: reach amplification, audience receptivity, viewability and brand safety.
“The role of this engagement is a frequently overlooked component when creating, sustaining and measuring how the content is resonating,” said Chris Kraft, CEO of Share Rocket. “Media engagement is essential to delivering customer engagement and should be the industry standard when measuring the success of digital advertising campaigns.”
According to the research, companies most effective at engaging their customers were 2.2x more likely to grow market share versus the previous year. With 86% of CMOs expected to own their companies complete customer experience by 2020, it is critical that marketers understand historically engaging content in a way that allows them to replicate or create success. Engaged consumers are more likely to make a purchase, try new services and become brand advocates – all of which makes them a priority target for marketers in 2017 and beyond.
"Technological innovation and its subsequent impact on the marketing landscape have rendered the traditional rules of marketing obsolete,” said Scott Moore. “The marketers who will win in this new environment will be those who best capture consumer attention and create engagement. And the battleground in the future is more likely to be among new, digital channels than traditional channels."
Share Rocket will unveil a new product offering this month that will serve as a bridge that provides access to new ideas and advertising inventory built on consumer engagement. Chris Kraft, CEO of Share Rocket will also be attending NAB 2017 in Las Vegas, NV to discuss the new product and the recent research. A complimentary copy of the report is available for download on Share Rocket’s Website.
About Share Rocket
Share Rocket is a social media ratings and audience insights company providing broadcasters and digital publishers an easy way to measure, manage and monetize their social media equity. Share Rocket is the emerging standard social media ratings and currency for the broadcast industry. Additional information is available at http://www.sharerocket.com and Twitter https://twitter.com/sharerocket and Facebook https://www.facebook.com/sharerocket/.