Two weeks ago I flew out to beautiful Minneapolis to attend the Path to Purchase Institute’s Shopper Marketing Expo, overall a great experience. The exhibitor floor was jam packed with great vendors and solid solutions, Heineken of course did not disappoint with their after party, and the speaking sessions gave great insights to the state of the industry and what the future of shopper marketing will bring.
We’ve come to a point where the attention span of consumers is extremely limited. Marketers are basing successful ad campaigns off impressions, rather than the amount of time a consumer spends on their brand or whether they even interact with the brand at all. This assumption that getting eyeballs on brands is enough to engage consumers would explain most of the current buzz around programmatic advertising.
For Facebook investors, there was lots of good news to be found in the company’s earnings call last week: revenues, users and ad dollars are all up.
But hidden in all that great financial data is an under-looked metric that might not concern investors, but should concern advertisers and marketers who have invested millions of millions of dollars in the platform — engagement rate.
Engagement is currently flat on Facebook. Users, or better yet consumers, are not interacting, with, viewing, sharing, or liking brand content and information as much as they did in the past.
Read more: http://linkto.us/EngagementSolution