Customer Engagement - Online
There is insufficient information available to the public regarding the number of times, on average, a customer (user) engages with a brand and its messaging before deciding on purchasing the product from an online standpoint. The "rule of 7 in the digital age" reveals that engaging a user seven times using online channels gets the user interested in the product to the extent of wanting to know more. Recent advertising statistics show that potential customers (online users) that follow up their interest to learn about a brand by clicking on Google Ads have a conversion rate of about 3.75%. A Vertical Response web article on "email marketing" campaigns, "social media" marketing and retail reveal that the rule of seven suggests that users have to "see an offer seven times to buy."
RULE OF 7 IN DIGITAL AGE STIRS INTEREST IN A BRAND
- An analysis of social media marketing publication by Kruse Control Inc reveals that when a user is engaged seven times by a specific message from a brand, the user becomes interested in finding out more about the brand and this may lead to an eventual purchase.
- The number seven (7) is considered to be the magic number of instances to engage users using online channels such as YouTube, Facebook, Twitter, and online blogs for optimal loyalty.
- Seven engagements using images, blog posts, and video spread across channels such as YouTube, Facebook, Twitter, and online blogs have helped brands to sustain "relationships and ultimately, close more sales."
- Four in 10 internet users (40%) acknowledge following their favorite brands online via social media. Social media platforms have become unavoidable platforms used by brands to boost customer loyalty.
- A Vertical Response article on "email marketing" campaigns, "social media" marketing and retail reveal that the rule of seven suggests that users have to "see an offer seven times to buy."
- About 64% of consumers acknowledge that online videos on Facebook have influenced their decisions to purchase a product
SIGNIFIED INTEREST AND CUSTOMER CONVERSION RATE
- Users who follow through their signified/aroused interest in a product up to the extent of clicking on Google Ads to learn more about the product have a conversion rate of 3.75% while the conversion for display ads is 0.77%.
- The conversion rate (also known as CR) of an online campaign is the number of conversions (sales) achieved per click.
- Across various industries, the average conversion rate for landing pages is 2.35%. However, the top 25% of retailers are converting at about 5.31% or higher. Ideally, the top performing 10% of retailers based on conversion rates have a conversion of 11.45% or more views/website visits ending in sales.
ONLINE CHANNELS/TOUCHPOINTS USD TO REACH USERS
- About 35% of the Gen Z audience discover brands through TV or online ads. Online TV is popular among Gen Z as linear TV consume 1.5 hours of their time every day.
- About four in ten (40%) of internet users follow the brands they favor on social, while a quarter (25%) follow brands that they intend to consider for a purchase.
- Snapchat video ads attract more than twice the visual attention that Facebook ads get. Snapchat also enjoys over 1.5 times the visual recognition than Instagram ads and 1.3 times the visual attention that YouTube ads get.
- Other online channels used to reach/engage users include chat bots, social media, etc.
Research included academic publications and scholarly articles such as Researchgate. We reviewed for online shopping attitude of customers such as how many times, on average, a customer (user) engages with a brand and their messaging before deciding on purchasing a product from an online standpoint. This information was not published by any of the uncovered resources. We also studied the number of interactions users have with brands such as clicks, views, and more through apps, websites, etc., before purchasing the brands' product. This information was also not available to the public. Researchgate revealed that retail customer experience is improving due to increased interest in mobile apps. There were no statistics uncovered regarding the number of app clicks or views that lead to sales.
We also scoured through marketing publications such as Global Web Index, etc. We studied for the minimum touchpoint requirement needed to convert an online user into a buyer, i.e., how many times, on average, a customer (user) engages with a brand. These insights identified several online channels used to reach online users. It also revealed that 95% of Generation Z utilize YouTube. There were no insights into the number of times a customer watched a YouTube video before deciding to buy. We also researched the duration it took a customer to watch an online video to convert to a customer by purchasing an item. No such information was published. We attempted triangulating the number of times, on average, a customer (user) engages with a brand before buying its product. We researched the individual touchpoints used by separate brands to advertise and close sales successfully. We aimed to compute the average. Unfortunately, no such information is made available to the public by the retailers we studied, including Amazon, and Walmart.
We studied publications by social media and digital business consultants such as Kruse Control Inc, etc. We reviewed industry expert analysis for insights into the number of times users have to be engaged with a brand and their messaging before deciding on purchasing the product. There was no report uncovered specific to online engagement rates. We also studied the number of times brands have to engage users through digital channels like social media with their messaging before the users decide on purchasing the brand's product. Insights uncovered from Kruse Control Inc web revealed that the "rule of 7 in the digital age" reveals that engaging a user seven times using online channels gets the user interested in the product. This interest makes the user want to know more about the brand.
Going further, we studied publications of companies in the online advertising industry such as Wordstream, etc. We reviewed the conversion rates of online users who engage with a brand and their messaging before deciding on purchasing. This strategy revealed that the conversion rate for online users through "Google Ads clicks is 3.75%." A conversion rate (also known as CR) of an online campaign is the number of conversions (sales) achieved per click.
We studied through customer engagement association publications such as the Professional Association for Customer Engagement (PACE). We studied the recommended online channels used by brands to engage with customers (users). We also examined the recommended times or duration to engage users with messaging before they decide on purchasing the brand's product. This strategy revealed that social media has changed from being an optional tool/platform for business organizations. Social media is now a "necessary customer relationship platform." Whether a business organization is active on social media or not, its customers will use their personal accounts to discuss their experiences with the brand. Therefore, it is crucial for business organizations to maintain an active presence and take full control of the conversation. By doing the above, they can turn customer's comments into great testimonials/reviews. We studied for the number of times companies need to engage users with reviews and feedback before they decide to buy an advertised product. Unfortunately, this information was not published by PACE and other reviewed publications.