Consumers have come to expect brands to interact with them—not simply talk at them. However, November 2013 polling by Google Think Insights and Advertising Age found that marketers were struggling to actually manage online engagement.
According to the study, 86.2% of US agency and marketing executives said that engagement was a priority for their company, yet around half that number—45.8%—reported actually managing this. About four in 10 believed engagement was a priority but did not manage it, and just 13.8% didn’t believe engagement was important at all. Read the rest at eMarket.