The Engaging Brand

A great interview today with Tyler Pennock of Ruder Finn to discuss Why People Use The Web. This article at BuzzNetworker was based on the research which found that intent is the new demographic and you can try out their research tool at the Intent Index.

In this part of the interview we talk about

• How intent is the new demographc
• How understanding intent is critical to engagement
• The role of intent in marketing strategy
• How 72% of people go online to be part of a community
• Are the popular web properites driving community or is the growth from a consumer need?
• How the ratio of socialising to shopping is 2:1 in the research
• How people are looking for entertainment on the web...but what is entertaining? With 82% of we users wanting to entertain and 48% want to be entertained
• Is there a blurring between what is shopping and what is socialising on the web?
• How 80% of people are looking to the web to learn
• How women particularly need a way of personal expression on your site
• How socialising can be as easy as listening for companies
• The need to create the perception of listening - or aggregate your listening.

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