Creating a path of least resistance

eMarketer just posted an article titled Where to Reach Women Online. What caught my attention was the bar chart (on the right) showing what women are most likely to notice on the Internet. There isn’t anything surprising about the responses here, but digital strategists should take note. The chart is actually an engagement funnel.

Using this funnel, marketers who are trying to engage women online would start by offering a discount, not by eliciting questions/opinions about the product. The idea is simple: invite consumers to participate in each subsequent brand activity in the order of their interest.

1. Provide a discount, then invite participation in…
2. An opportunity to win a prize, then invite participation in…
3. A survey or quiz, then invite participation in…
4. A social/chat feature to share opinions, then invite participation in…
5. Viewing a video about the product or company…

Whenever possible, give consumers a path of least resistance.

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