The Consumer Engagement Engine

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

Why the "Engine" Has Replaced the "Funnel"

Customer engagement in today’s digital ecosystem no longer functions like a funnel that is managed by the brand, but like an engine where brands and consumers synergistically interact with each other.

The AIDA Model

The AIDA Model

Developed in 1898 by E. St. Elmo Lewis

Five Gears: Brand Actions, Brand Dialogue Behaviors, Customer Motivations, Brand Consumption, Purchase Behaviors

A New Framework: The Consumer Engagement Engine

That research has led to Medill Spiegel Research Center’s (SRC) development of the “Consumer Engagement Engine” as a framework for understanding the ways that engagement drives value today. Download SRC’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.

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

Feedback or Questions?

Learn about all the opportunities in SRC and how you can be engaged with our research projects.
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