Brand engagement an important, but often missing element

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New York—While they have gotten better at measuring traffic and click-throughs online, b-to-b marketers have not considered the engagement metric enough, according to John Anagnost, director-interactive and search engine marketing at OgilvyOne. Anagnost was one of the panelists during a discussion at the Google BtoB Partner Forum at the search engine’s New York office on Thursday.

“We’re now looking at what we call a ‘brand engagement index,’ ” he said. “We’re getting away from click-throughs.”

The cumulative effect of all the interactions a customer has with a company is something that needs to be tracked and measured, the panelists said.

Panelist Kathy Leech, brand marketing director for energy company BP, said BP is already moving in that direction.

“What has changed drastically (at BP) is how we measure digital,” she said. “We’re moving away from click-throughs to how they interact and measuring that interaction.”

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