the value of your consumer engagement
September 16th, 2008
A google alert on my former company Tickle lead me to an interesting article. Well, interesting if you can get by his dry formal business-school language!
"a fundamental shift in the value of consumer engagement. Several years ago, practically any type of consumer engagement was valuable. A large community of unique users either created a desired asset to a strategic buyer looking for Internet reach or, alternatively, provided enough impressions to get to profitability on an advertising-based business model. More traffic, more value. These days, that’s no longer the case. "
So it's all about creating engagement with value. Instead of millions of users engaging each day at a 10 cent cpm, you'd get more value with thousands that are paying $10 a month. Or somewhere in the middle. The only problem is - in this land of free - will people pay for content online?
"a fundamental shift in the value of consumer engagement. Several years ago, practically any type of consumer engagement was valuable. A large community of unique users either created a desired asset to a strategic buyer looking for Internet reach or, alternatively, provided enough impressions to get to profitability on an advertising-based business model. More traffic, more value. These days, that’s no longer the case. "
So it's all about creating engagement with value. Instead of millions of users engaging each day at a 10 cent cpm, you'd get more value with thousands that are paying $10 a month. Or somewhere in the middle. The only problem is - in this land of free - will people pay for content online?
1 Response to “the value of your consumer engagement”
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September 19th, 2008 at 04:09 PM Yes, certainly some interesting use of language. I'd say a niche market has it's place.