So, yesterday was the official kick-off of the Keep Portland Weird festival here in Paris, which meant that I had a reading/screening in the...
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This is an amazingly comprehensive book about consumer engagement, which seems to have become the 21st century marketer's brass ring. Going beyond "awareness" and "liking" and "time-spent," this book clearly identifies the difference between attaining brand engagement and the methods that are available to do just that -- Platforms like TV and online, Contexts like programs and websites, Messaging, and Experience. Most previous work in this are is very, very vague or cannot be easily applied. Amy Shea and Robert Passikoff have created a practical guide for measuring brand and campaign performance. Every chapter is back up with real-world, in-market validity tests, which is something that most of the pundits cannot provide.
It is well written and easy to read and every chapter has a old blog excerpt that the authors wrote at an earlier time with a current follow-up showing just how predictive real engagement metrics can be. This is a book that should be on every marketer's book shelf.
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The Certainty Principle: How to Guarantee Brand Profits in the Consumer Engagement Marketplace by Ph. D. Robert Passikoff
hellboialex, January 4, 2009
This is an amazingly comprehensive book about consumer engagement, which seems to have become the 21st century marketer's brass ring. Going beyond "awareness" and "liking" and "time-spent," this book clearly identifies the difference between attaining brand engagement and the methods that are available to do just that -- Platforms like TV and online, Contexts like programs and websites, Messaging, and Experience. Most previous work in this are is very, very vague or cannot be easily applied. Amy Shea and Robert Passikoff have created a practical guide for measuring brand and campaign performance. Every chapter is back up with real-world, in-market validity tests, which is something that most of the pundits cannot provide.It is well written and easy to read and every chapter has a old blog excerpt that the authors wrote at an earlier time with a current follow-up showing just how predictive real engagement metrics can be. This is a book that should be on every marketer's book shelf.
(2 of 2 readers found this comment helpful)