A presentation given by Justin Baird, from Google, at Digital Now Australia (DNA09). A Consumer Engagement Framework Placing the interests of the user first, Google has focused on creating the best user experience possible across its consumer products and advertising solutions. Their understanding of the consumer journey has evolved significantly over the past ten years, and this has led to deeper insights into identifying the changing needs and wants of the online consumer. Justin presents a Consumer Engagement Framework (CEF) which explores five stages that underpin how a marketer can effectively engage with this new consumer.

2. Consumer Engagement
Framework
Justin Baird
Innovation Evangelist

4. Consumers are
making connections
In-Store
Outdoor Display
Print
TV
Radio

5. Technology creates new ways for
consumers to connect
5,300,441 views
Content

6. Community

7. Product

8. Consumers engage and
drive online content...

11. Facebook Image

12. TwitterVision

13. Spy.appspot

14. YouTube - summer heights

15. Queen image in London and talking head

16. Engagement Framework
Create Promote Scale Engage Nurture

17. Engagement Framework
Listen
Engage Evolve
Nurture

18. Promote Nurture
Create
Scale Engage

19. Create

20. Promote
Lions for lambs

21. Scale
Nike Human Race

22. Engage

23. Engage
NYCGO.com, video showing concept

24. Engage
NYCGO.com, video showing concept

25. Engage
NYCGO.com, video showing concept

26. Nurture
fixmystreet.com
Map of the queen

27. Nurture

28. Nurture

29. Nurture
Breaking down the
international barriers
of language

30. Promote Nurture
Create
Scale Engage

31. Consumer Connections
Online Gateway Offline
Outdoor
Website Search
Display
Brand Video
TV
Channels
QR Code
Blogs &
Radio
Content
Social
Word of Direct
Email
Mouth Mail
Mobile Print

32. Internet Distribution
Content Type Offline Online
Video
Audio
News
Search
Classifieds

33. “We’re less than 5
years away from fully
individualised drag
and drop TV and radio
stations”
- Mark Thompson

35. Use search to gain
insight into your market
 Consumers are making connections
online with content, communities
and product

36. Use digital to interact
and learn from your
online community
 Communicate, listen, and evolve
your brand, service, product, and/or
messaging based upon direct
feedback from your consumers

37. Use search to complete
the customer journey
 Search provides a vital connection
between your offline and online
media