We joined Forrester Research for its 2008 Marketing Forum. This article is the third in our series from the forum focused on customer engagement in a digital media world.
In part 3 of Popping the Question: Getting to Engagement we take on the issue of how to design for engagement. Two presenters at the conference provided us with a couple of frameworks for how to design for engagement.
Andrew and Alex joined Forrester Research for its 2008 Marketing Forum. This article is the second in our series from the forum focused on customer engagement in a digital media world.
Realizing Your Return on Empathy (ROE)
Steve Kerho, VP Analytics, Organic
Mark Kingdon, CEO, Organic
Creating effective online (and offline) marketing solutions starts with a deep, emotional understanding of your customer segments and their needs – in other words, “empathy” for your customer “personas”. This empathy serves as a critical guide in designing online and other touchpoints, and the personas also support breaking down how you measure and respond to online performance.