The Consumer Engagement Engine

A New Framework for How Consumers Engage With Brands and How Engagement Impacts Value

For more than a century, marketers have relied on “The Funnel,” based on the Attention-Interest-Desire-Action (AIDA) Model, to understand how consumers learn about and take actions related to brands. Spiegel’s research has found that the growing influence of the consumer’s voice in today’s always-on digital environment has made obsolete many of the assumptions that underlie the funnel-based view of how consumers and brands engage with each other. SRS Engagement That research has led to Spiegel’s development of the “Consumer Engagement Engine” as a framework for understanding the ways that engagement drives value today. Download Spiegel’s new report to learn about the ways that consumer engagement can be categorized and quantified in today's multi-channel, always-on media landscape.


CONTACT: To learn more about Spiegel’s research into consumer engagement, contact:

Tom Collinger — Executive Director – Spiegel Research Center

Watch Tom Collinger, executive director of the Spiegel Research Center, discuss the research
that led to the development of the Consumer Engagement Engine.

How Marketers Can Rev the Engagement Engine for Their Brands

This report helps marketing and advertising practitioners answer the following questions:

  • Are your current engagement strategies effectively growing customer value?
  • Which types of customer engagement drive the most value?
  • Are you simply broadcasting messages and expecting them to drive engagement? Or
    are you listening and responding in ways that they want to engage with you?

Now What? Actionable Strategies to Put into Practice

  1. Adopt the engine
    Use the framework to better engage and drive value for your brand
  2. Map your engagement
    Identify where your engagement efforts lie on the brand dialogue behavior hierarchy
  3. Invest in your customers
    Invest heavily in customer experiences and help this audience become your advertisers
  4. Drive relevant engagement only
    Stimulate only the types of engagement that create a relevant connection to the brand
  5. Listen and respond
    Use social media to be a responder, not just a broadcaster
the consumer engagement