Engagement is the metric that we should be measuring not buzz

02/23/10 06:40 AM Filed in: Social Media

Recent research from Nielsen on top CPG trends for 2010 support the 2010 Customer Loyalty Engagement Index’s finding that consumers are seeking value for the dollar and brand differentiation. Consumer constraint will become the “new normal,” with US consumers having unemployment and other economic concerns at the top of their mind, according to Nielsen. Concurrently with this tendency toward restraint, consumers will also focus on value, with widespread discounting forcing brands to differentiate themselves beyond simple low price.

Conversation and community is all: Nearly 30% of consumers say they will use their credit cards less, but they can’t buy online without them and if consumers trust the community, they will extend their trust to the brand, and that trust will result in sales. It’s not just word of mouth, but the right word of mouth within the community. This means the coming of a new era of customer care and customer outreach. That comes down to one word: engagement.

Buzz is easy to get. Engagement takes authenticity, and as consumers continue to make buying decisions based on real experience and not just marketing lingo, it’s not going away. This means that even if you have a high buzz score it might not translate into solid hard business objectives. Engagement is the metric that we should be measuring not buzz.

Keep it real and talk in a conversational tone that's easy for consumers to understand and acknowledge. Click here to read the presentation on how to get consumers to love your brand.

Tags: Engagement