Make 2009 the year for engagement analytics
Which resolutions have you made about your online marketing in 2009?
With less budget available for investment in media in many organizations in 2009, it makes sense to resolve to engage more of the visitors you attract to your site. Improving on-site engagement is a worthwhile area to focus on which requires relatively limited expenditure.
With Google Analytics freely available to all businesses to help them review and improve engagement, you should look at whether you are really getting the most from your site statistics.
In a companion article on How to configure Google Analytics for marketing, I give specific advice on how you should configure Google Analytics to get the most from it. Google Analytics provides great insights from the moment you install the Google tracking tags, but specific configuration to setup the site to track performance for your own business will give…
Eyetracking research shows us that visitors evaluate a web page in a fraction of a second and will often click within a few seconds. So, in many senses, success in digital marketing is down to how well you craft your digital communications to engage the visitor on your site and third-party sites.
So how do you approach engaging your online customers, is there any research to back up your approach and who is doing this well? In the first of my E-marketing Excellence interviews, I interviewed Richard Sedley, then Director of the Customer Engagement Unit at design agency, cScape.
The imperative of customer engagement
Q1. [Dave Chaffey] The customer engagement concept isn"€™t new. Why is there an increased focus on it today both in the US and in Europe?
[Richard Sedley] The increased importance of customer engagement is a result of a number of things dovetailing together including:
Media fragmentation, at least in the short term, has…
