1. More Signal
Less Noise
-----------------------------Why attention matters,
and engagement is a tactic
not an outcome

2. Simon Nash, Head of Planning
@simonnash

5. Attention Matters!
“
Roughly 99.9% of online
banners are never clicked.
-------------------------------------Michael Brenner, Senior Director of Global
Marketing at SAP
”

6. Attention Matters!
“
Buyers wait until they
have completed 60-80% of
their research before
reaching out to vendors
-------------------------------------Michael Brenner, Senior Director of Global
Marketing at SAP
”

7. Everyone’s at it

8. But conversations about
engagement often miss the
bigger picture

9. Engagement is important but
It’s what you do with it
that counts.

10. Nowadays people expect
content and experiences that are more
meaningful

11. Engagement should
effect changes in behaviour

12. Engagement should
influence action

13. Engagement should deliver
competitive advantage
“
----------------------------------------------------------To create future customers who will drive the
business forward. Brand engagements are
platform engagements. This means advancing
customers into new creative realms–and markets–
where they can add value back to the brand, and
where competitors can’t follow.
---------------------------------------------Brian Phipps
”

14. The process can be
Direct or indirect

15. It takes time
to communicate your
message whilst engaging

17. To get results
Members
Awareness
Consideration
(amongst those who are aware but not buying TGL)
Preference
(vs. Glenfiddich, Glenmorangie)
Brand I trust
Brand for me
Consumption / Sales
regular buyers of TGL
+58%
+75%
+113%
+24%
+37%
52%

18. The building blocks

19. You need to understand what makes
your audience tick

20. Recognise its all about
value exchange

21. Understand
how people use our content
-----------------------------------------------------------
“
If I like your content it’s not because I like your
brand it’s because I like my friends.
---------------------------------------------Henry Jenkins - ‘Spreadable Media ‘
”

22. Play the long game
and understand the role of every interaction

23. Engagement should not be
treated as a side-show

24. It’s a crucial element of your
multi-channel marketing plan

25. Focus on the
customer experience
& create clear
paths to action

26. To achieve this you need
system-thinking

27. Supported by
culture and processes

28. And one eye
firmly on the prize

29. Talk to us
@ReadingRoomUK
www.readingroom.com