Consumers Demands Engagement - an eMarketer article

As we see more and more marketing dollars are shifting from traditional to digital media, we notice simple including online ad campaigns and social marketing efforts is not enough for an effective marketing mix. According to the Alterian "Annual Survey 2009" report in an eMarketer article, the maturity of digital and social media requires integration of marketing strategies. It is time for marketers to listen to consumers and communicate with them across all channels.

As you can see in the above chart, more than half of the marketers being surveyed reported at least a "fair amount of effort" toward integrating their communication strategies to emphasize multichannel engagement.

Another form of engagement for online ad campaigns is by interactive ads. Interacting with online audience on an ad level will create the one-to-one communication thus engaging with the marketing message and the brand. That is why with effective interactive creative, we see more offerings in forms of CPE (Cost per Engagement) or CPI (Cost per Interaction). This is ensuring the effective ROI for marketers when buying online.