Brand Engagement in the Participation Age

March 2014

Gone are the days when consumers sat back and received brand messages; now they lean forward and actively engage, deciding if, when, where and how they interact with brands. In this "Participation Age," it's important that marketers understand that in order to stay competitive they need to have a sound online engagement strategy. To help inform marketers' planning, Google and Advertising Age conducted two surveys: one examined how consumers engage with brands and the other detailed the way marketers, agencies and media companies engage with consumers. Read on to learn about the six core insights the surveys uncovered.

The Engagement Project