Brand Engagement Case Study

SP Jain || EMBA 04 || Marketing Audit & Evaluation

Vishal Wankhede || emum10160433

Brand Engagement: Brand engagement is a valuable interaction between a customer and a brand. This is commonly used as a metric that measures interactions between customers and an organization’s products, services, environments and communications. Such metrics differ widely from one organization to the next as the definition of "valuable interaction" is business specific.

There are firms which view brand engagement as a core metric that drives revenue and others would view it as a vanity metric that is interesting but secondary to financial metrics such as customer lifetime value.

Study on my organization has been revealed and this is for study purposes

While the purpose hasn’t changed, society’s definition of home and, better yet, family has changed. By thinking through those changes, Betty Crocker could make more strategic marketing moves.

Social listening is a key to knowing your consumers in this world and deeply understands their needs. There is so much of data that is around and as an organization the bigger problem is not about the size of the data but the analysis and how to transform this data into knowledge to build engagement with our consumers. As an organization, we are trying to study and listen to what social media is bringing back to us. Who is talking and what kind of conversations they are having, sentiments about our brands and consumers. We also must understand what are the major trends and which is the major tools in social media are our consumers using.

We will take an example of GMBrand and how we are on our journey on Social platforms and below is a glance of it.

Facebook, Twitter, Pinterest metrics: We could get some metrics around Facebook for last 5 months and found around 1+ million likes and 3000 new likes. The total reach from 3lacs to 15 lacs in the 5

To understand the sales and distribution models around peers to strengthen their own strategy, benchmarking must be performed on below topics. Marketing, Channel programs, Sales and distribution network and Merchandising. They are also concentrating on how they could gather data not only from retailers and warehouses but also from ecommerce sites. While today the concentration is on B2B, concentrating on B2C would be near term strategy for many organizations. Changing patters of consumers has become an big study with big data and data lake in picture, while the focus earlier was to identify avenues on how to collect data, future focus would be on what we do with the data and hos analytics will help grow top line for any