The document discusses how traditional media metrics no longer fully capture audience engagement. It argues marketers need to move beyond metrics like impressions and clicks to gain deeper insight into human behaviors and expectations. To be effective, communicators must study how people actually interact with and interpret content. The goal is to create useful content that elicits meaningful responses by understanding audiences rather than trying to control messages or viewers.
6. Marketers inevitably discover that the marketing metrics in place today fail to tell the full story about their customers. Even in online channels, where tracking individual behaviour is possible, the metrics like impressions and response rates are relics of a time when marketers controlled the messages. But so far, most marketers fail to take action. Forrester, Measuring Engagement, June 08
10. It is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen. Bill Bernbach, co-founder, Doyle Dane Bernbach
12. ‘Listening’ for insight Old media concepts New media tools BRAND BRAND target consumers consumers With grateful thanks for permission to use by Tom O’Brien, MotiveQuest LLC
21. Track Media Adjust plan Assess / plan content Discover expectations CUT - insight, plan, measure CUT Score Copyright Content Delivery & Analysis Ltd 2008-10
22. Usefulness of the data... Immediacy & fluidity Guiding the creative process Ultimately... a scorecard
23. It’s not about changing our customers – it’s about learning how to adjust our behaviours and delivery
24. Thank you for listening Clare O’Brien CDA: Content strategy and digital communication www.webwordsworking.co.uk +44 20 8948 7636 clare@webwordsworking.co.uk @clareob
Editor's Notes
predictable, manageable, manipulatable currencies
40 years ago Bill Bernbach of the famous Doyle Dane Berbach agency made a good point
Quite simply it’s time to understand some basics – become students of how people read and listen as Bernbach put it - about this new world and stop describing experiences of the new world in old world terms.We need some new metrics, some new ways of defining and understanding our audiences so that we develop content that’s most likely to meet – and hopefully – exceed their expectations