We use various metrics and comparisons to define the success of a digital engagement, but why is the ‘norm’ to compare number totals? Is that really an accurate way to define the success of an engagement? I believe the answer is no.
When considering the success of one of our programs, there are so many different variables that make comparisons difficult. By definition, success is the accomplishment of an aim or purpose. So, when thinking about this, the success of a program shouldn’t be based off of a number comparison, but off a comparison of goals. I know the importance of brand-to-brand comparison, but it’s also important to evaluate the engagement based on the pre-conceived goals of the brand.
Understanding the vision/goal is the key to a successful digital engagement. Some goals include lots of interactive games featuring brand/product education and data collection. Some are more intimate engagements, where little to no data collected, but more involvement one-on-one with the consumer. For example, concert Meet & Greets that allow a small group of people to interact with an artist, take photos, with no consumer data collection. The statistics from this type of engagement would be hard to compare to a program that allowed every consumer attending the event to take a photo before entering the venue. (It’s hard to measure the size of the smile when girls meet Taylor Swift…)
Before the digital engagement type is determined there are some other details to consider as well. These include footprint size; hours of activation and the event type. These additional details are crucial to a successful digital engagement. If these items are not discussed prior to selecting the engagement, it could be the difference between success and failure. For example, if you’re attending a loud outdoor music festival and your footprint will be right next to a stage, selecting a video engagement where the consumer answers questions wouldn’t be the best choice!
While it may be different for every brand that we work with, the one thing all brands have in common is building a lasting impression on a consumer through their digital engagement. As I mentioned before, it’s important to understand what kind of impression the brand is looking to make and compare that to the results. From there, you will be able to determine if the digital engagement was a success. If the vision discussed matches the results, you have a successful engagement!