Consumer Controlled Environments Have the Highest Engagement Levels
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This document discusses how consumers are increasingly taking control of their purchasing decisions and interactions with companies. It notes that 58% of purchases now originate from search and display ad click-through rates have dropped 50% year-over-year. Consumers prefer to control the methods of contact and give their own permission for data collection and usage. The document suggests that companies should give up some control to increase user engagement through more social and user-driven discovery, promotions, and conversations about products and services.
Consumer Controlled Environments Have the Highest Engagement Levels
- 1. Giving up control to increase engagement SIGNAL 2011 The Marketing in Real Time Conversation
- 2. Business is being reorganized by the consumer --they are taking control 58% of purchases originated with search Display click-throughs down 50% YOY An estimated 18B apps downloaded in 2011 54% of auto insurance purchases started online
- 3. Not surprising – control comes before love
- 4. This desire for control is gaining official traction Europe’s Cookie Detective - Effective May 25, 2011 Do not Track & Browser Tracking Protection in the US
- 5. “Consumers prefer to create the contact” Finnish Consumer Survey 2009 Consumers think they control: methods own initiative permission basis Consumers don’t think they control their data: collection storage usage
- 7. Ads are becoming more and more social
- 8. 20-40% follow some sort of brand New users – one of first 10 follows is a brand
- 9. User interests driving discovery
- 10. StumbleUpon leading social discovery
- 11. So what’s next?
- 12. Users promoting your company in their spaces for rewards Foursquare for Ads?
- 13. Group conversations about products and services?
- 17. More positive about their service provider Almost 50% are interested in increasing the amount of products and services with their provider Significantly higher click through rates