64 pages of digital delight

May 3, 2007 at 3:58 am 2 comments

James (MindShare Asia-Pacific) writes:

Interaction report

I just learned that in 2007 we will for the first time invest more than $2 billion online on behalf of our clients around the world, much of it with media vendors which did not exist a decade ago.

Our GroupM Interaction guys have just published a fantastic 64-page pdf report  packed with insights and data at the country level, including all the key Asian markets. It’s called ‘All Change – Marketing in Addressable Media’. We all love lists, and I find this 7-question list on page 19 particularly useful… Seven questions every time we plan:

1) If we are building an interactive destination what do we want to happen when a consumer visits?

2) How much is that action worth to us and how many times does that action need to be repeatedto justify the investment?

3) What are we trying to measure; how will we gather data; what should we do with it?

4) How will we be sure that the user knows more about us as a result of being engaged: are weallowing the consumer to participate or are we just making a speech?

5) Are we giving consumers tools which allow them to interact with us and to distribute ourmessages among their own communities?

6) How are we reacting to a consumer who is searching in our category and thus declaring his orher intent? How do we influence what is searched for? How do we ensure that any search incategory finds us, and ensure that the content to which that search result links is specificallyrelevant to the search itself?

7) How are we influencing the consumer’s propensity to buy?

Entry filed under: digital, trends.

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