h1

Creating a path of least resistance

July 22, 2010

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.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: