Monday, April 22, 2013

Everyone is now actively chasing the "digital dollar," but I'm afraid most of us are still mired in providing a banner ad or a streaming spot rather than truly creating an opportunity for engagement, which is more and more of a priority for businesses.

Here's an excerpt from an article/interview with the Chief Marketing Officer from Coca-Cola.

So, in addition to "consumer impressions," we are increasingly tracking "consumer expressions." To us, an expression is any level of engagement with our brand content by a consumer or constituent. It could be a comment, a "like," uploading a photo or video or passing content onto their networks. We're measuring those expressions and applying what we learn to global brand activations and those created at the local level by our 2,700 marketers around the world. For example, in our 24-Hour Live Session with Maroon 5, we captured impressions (the number of online views) but gained tremendous insights from expressions by our consumers — their comments, input on the song that was being created and what they shared with their networks.

Now, what are going to do to leverage your audience to create "consumer expressions" for your client partners?