Podcasts are growing in popularity among brands. Brands are starting their own podcasts, making guest appearances (guesting) on other podcasts and/or sponsoring existing podcasts. And with all of these new investments in podcasts, marketing and business leaders are going to want to start understanding how podcasts are generating ROI. And therein, lies a problem. “Podcasts […]
What is Engagement Rate?
Digital marketing has revolutionized the ways that brands connect and engage with their prospective customers. Traditional marketing and advertising methods are characterized by one-way messaging: the company or brand releases an advertisement (print, television, radio, billboard, etc.), then distributes the advertisement to select channels in hopes that it will be seen by prospective customers. Traditional advertisements do not allow customer engagement in the way we understand it today because there is no opportunity for the customer to respond or react to the ad itself.
In contrast, digital marketing and advertising allow consumers to directly interact with marketing and informational content released by your brand. They may be able to publish their own comments right next to your content or share it with their friends. Effective digital marketing campaigns are designed to generate customer engagement, which can have numerous positive benefits for your brand.
Engagement rate is a set of metrics used to measure customer engagement in digital marketing. There are many methods and formulas that can be used to measure engagement, but their common goal is to quantify the involvement of customers with your brand and measure the effectiveness of your marketing or advertising campaign.