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2011 Customer Engagement report summary

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).

By Dave Chaffey

Dave is CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our Expert members in more than 80 countries to Map, Plan and Manage their digital marketing. For my full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Emarketing 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.

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