Unilever, Apple build new engagement models

Unilever, Procter & Gamble and Apple are among the companies succeeding in the "third generation of customer engagement", a study has argued.

Capgemini, the consultancy, estimated that consumer goods manufacturers generally allocate just 2% of their marketing budgets to digital.

Although this figure could reach 4% by 2014, it will still be inadequate given the potential opportunities.

One motivating factor behind such a shift is that Americans currently spend 20.8% more time online than in 2008, during which period TV only posted a 1.8% uptick.

The typical netizen also devotes 25 minutes to both social networks and email per week, while the web video audience expanded by 337% between 2003 and 2009.

Equally, the number of individuals accessing virtual coupons rose 92% in 2009, and the redemption rate for these vouchers hit 20%, measured against less than 1% regarding paper alternatives.

Unilever, Apple build new engagement models - Warc News - Warc