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2011 Customer Engagement report summary

Author's avatar By Dave Chaffey 21 Jan, 2011
Essential Essential topic
Customer engagement strategy

This report contains useful perspectives from a range of engagement specialists which are useful to review. There are also statistics from over 1,000 client and agency side respondents.

Here are the main results from the research:

  • Email newsletters (72%), presence on social networks (48%) and micro-blogging (46%) are the tactics most likely to result in a tangible improvement to companies"€Ÿ online customer engagement.
  • Significantly more companies than last year are planning to increase investment in usergenerated content (+13%), on-site branded communities/forums (+9%) and rich on-page interactive experiences (+8%).
  • The vast majority of company respondents (73%) are planning to invest in the mobile channel in 2011. This compares to 60% who said they planned mobile investment at the same stage a year ago.
  • The vast majority of company respondents (73%) are planning to invest in the mobile channel in 2011. This compares to 60% who said they planned investment at the same stage last year. Less than a fifth (19%) are planning to invest significantly during 2011.
  • Companies were asked about the uptake of range of innovative techniques for fostering customer engagement. Anecdotally, providing rewards/points for online behaviour and timelimited activities proved to be the most successful techniques. Some of their benefits include improvement in customer retention and conversion, increase in data capture, traffic and participation.

Recommended link: Download customer engagement report 2011 (no longer available by Issuu).

Author's avatar

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.

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