Dwell time measure of interaction

Any positive interaction with a brand may increase conversion (MW 1 September) but I would be wary of the concept that getting your customers to start furiously retweeting will make your sales soar.

Time spent engaging with your brand is definitely important but the nature of that dwell time is the crucial bit. Interactions must be relevant to your brand, and relevant to the online objective. Casual gaming may lead to long dwell times, but may have little impact on purchase for, say, a financial services brand that wants users to compare interest rates and sign up to a plan.

Interactive, engaging content may be king, but that content needs to be totally relevant to the brand and totally in context to ensure direct commercial impact.

Marcus Sandwith, managing director, Haygarth

Recommended

Brand extensions must remain true to your core values

Marketing Week

It is interesting to see how some online brands are seeing positive results from extensions offline (MW last week) but others eager to create a tangible presence will need to move with caution. Brands have to stay true to themselves and extensions will only work with the correct brand thinking behind them. Many in the […]

Time to enter mainstream

Marketing Week

For consumers to recognise and interact with QR codes, marketers need to give consumers a compelling reason to download the software that will allow them to scan them (MW 8 September). Brands need to think about what demonstrable benefits the consumer will enjoy if they make the effort to participate, and make sure all communications […]

Near-field communication is future of mobile connection

Marketing Week

The fact that technological advances always take a while to bed in might explain the results of research showing that the biggest barriers to wider use of QR codes are a lack of knowledge about them, resulting in consumer apathy towards the technology (MW 8 September). However, we know from the campaigns we have carried […]

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now