This research is based on a survey of 1,300 respondents carried out in September and October 2008.
The report findings are divided into the following sections:
-) Customer engagement strategy
-) Customer engagement and the economy
-) Tactics and initiatives
-) Issues and key principles
The report also contains expert commentary from a range of digital marketing thought leaders including Andy Beal, Jim Sterne, Pete Mortensen, Ian Jindal, Martha Russell and Eric Peterson.
Highlights from the findings include:
-) Fewer than half of organisations have a defined customer engagement strategy in place.
-) Sensitivity to price, focus on qualilty and desire for simplicity are the types of customer behaviour which responding organisations believe will be most significant to them during 2009.
-) Only 51 per cent of respondents said that the deteriorating economic climate had resulted in a greater focus on customer engagement.
-) 59 per cent of organisations said that they would increase their spending on email newsletters, the area of investment most likely to have previously driven a tangible improvement in customer engagement.
Customer Engagement Report 2009
