Education Week: Schools Integrate Dance Into Core Academics

Published Online: November 16, 2010
Published in Print: November 17, 2010, as Schools Integrate Dance Into Lessons
FOCUS ON: THE ARTS

Schools Integrate Dance Into Core Academics

Second grader Arielle Datnoff dances with classmates during a lesson on photosynthesis at Fort Garrison Elementary.
—Christopher Powers/Education Week

The Infusion of the Arts Appears to be Gaining a Stronger Foothold at a Time When Advocates Are Struggling to Ensure Time and Support for Their Disciplines

Pikesville, Md.

Photosynthesis may be an unlikely topic to inspire an opera or ballet, but in a 2nd grade classroom here recently, the children were asked to use dance to help them learn about that process.

“Do you think you’re ready to use your whole body?” teacher Katie Wright-Sabbatino asked near the start of the lesson, which featured learning objectives in both science and dance.

Small groups of pupils in this class at Fort Garrison Elementary School brainstormed to come up with dance movements to convey elements of photosynthesis, including water, sunlight, carbon dioxide, and chlorophyll. They leaned, they reached, they flowed, sometimes with surprising grace.

The idea of integrating the arts, including dance, into the broader curriculum is not new, but it appears to be gaining a stronger foothold in public schools, proponents say, though national data are not available.

The growth comes as arts education advocates struggle to ensure adequate time and support for the arts in schools—whether music, visual arts, theater, or dance—amid the financial straits facing many districts and other challenges, such as pressure to boost test scores in core subjects like reading and math.

“It’s a way of keeping arts in the classroom,” said Laura M. Smyth, a senior associate at the Washington-based nonprofit Arts Education Partnership.

Instances of integrating dance, though apparently still quite limited, are scattered across the country, from public schools in Los Angeles and Reno, Nev., to suburban Minneapolis and the Baltimore County, Md., district, which includes Fort Garrison Elementary. And they span the curriculum, from science and math to social studies and English.

The lesson this month at Fort Garrison came out of a small, new program, dubbed Teaching Science with Dance in Mind, that provides professional development and support for several classroom teachers and dance specialists. The program was launched with the help of a $36,000 grant from Hands On Science Outreach, a Maryland-based nonprofit organization that recently closed its doors.

“We’re addressing the science curriculum as required by the county and meeting the standards for dance education in a mutual learning experience,” said Rima Faber, a longtime dance education expert who secured the private grant and directs the program. “The more we teach through dance integration, the more we realize how dynamically it brings deep and complex learning to children.”

But Ms. Faber cautions that the growth of dance integration in schools is a long process.

“The impact of dance integration is gradually gaining recognition,” she said, “but it has been a slow climb.”

There’s long been a concern among arts advocates about whether the disciplines that fall under their umbrella get enough time and attention in schools.

Katie Wright-Sabbatino guides 2nd graders Isabella Brown, left, and Samantha Jolson during a lesson on photosynthesis. The Fort Garrison Elementary School is experimenting with combining science and dance.
—Christopher Powers/Education Week

In an April speech, U.S. Secretary of Education Arne Duncan echoed the point.

“For decades, arts education has been treated as though it was the novice teacher at school—the last hired and first fired when times get tough,” he said.

The issue seems especially pronounced in dance.

“We’re the smallest of the four art forms,” said Jane Bonbright, the executive director of the National Dance Education Organization, a nonprofit group based in Silver Spring, Md., that promotes education in the art of dance. “We’re underfunded, and we are probably the least understood.”

The most recent national data on dance education, dating back a decade, suggest that it’s far less likely than music and the visual arts to be taught as an art form in schools.

A federal survey of public schools conducted in the 1999-2000 academic year found that dance instruction (not counting what takes place in physical education classes) was offered in only 14 percent of secondary schools, compared with 90 percent for music and 93 percent for visual arts. At the elementary level, dance was offered in 20 percent of public schools, according to the study from the National Center for Education Statistics.

New NCES data on the issue are expected out next year.

Movement for Meaning

Ms. Bonbright points to gains on the policy front for dance, especially the vast growth over the past two decades in the number of states, now 36, that offer a K-12 teaching credential in dance.

Another change, she said, is that dance, first introduced in schools mainly through P.E. programs, appears to be increasingly taught as an art form, which she argues is an important distinction.

“They are both valuable, but they must not be misunderstood one for the other,” she said.

On its website, Ms. Bonbright’s group says the “art of dance uses movement to create meaning about the human experience. It is far more than exercise or entertainment.”

Arts education proponents suggest that studying the arts provides a variety of academic and social benefits to young people and can enhance students’ ability to learn other subjects, including the development of skills in reading, language development, and math. It’s seen as a powerful way to promote creativity and critical thinking, among other skills.

That said, the Government Accountability Office, the investigative arm of Congress, has found the overall research base regarding the impact of arts education on student outcomes in other subjects to be “inconclusive.”

Research examining the effect specifically of arts integration on student achievement appears to show mixed results as well. For example, a 2007 research overview of studies from 2000 to 2005 suggested that while there are “many advantages” to arts integration, there was a “lack of strong empirical research” to support the notion that it boosts student achievement.

At the same time, the study in the International Handbook of Research in Arts Education, argued that focusing chiefly on standardized-test data is “misguided” and fails to fully capture cognitive gains and other benefits, such as improved student motivation.

The study said that for arts integration to succeed, it requires a strong commitment from classroom teachers and close collaboration with arts specialists, a point made by many dance advocates.

“You really need to have a dance specialist who knows what they’re doing,” said Ms. Bonbright. Effective integration, she said, should be done with “mutual support of both disciplines.”

Ms. Bonbright points to a 2003 study of a program used in the Chicago public schools as a powerful example of integrated dance education’s promise. The program, Basic Reading Through Dance, used visual and kinesthetic imagery to develop 1st graders’ phonetic abilities, such as physically representing the alphabet symbols for sound combinations.

The study included a control group of pupils who did not participate, and it found “overwhelmingly positive” results for the participants’ reading abilities.

‘How Learning Should Be’

The lesson earlier this month at Fort Garrison Elementary School certainly appeared to engage pupils. The teachers involved were fired up afterwards.

“Seeing how it all jelled together, you could see the light bulbs going off,” said teacher Jodi B. Cohen.

Principal Karen Harris also was enthusiastic. “This is how learning should be,” she said. “It should be active, it should be engaging. It should use a variety of modalities. That’s how we all learn.”

Both new and long-standing examples of dance integration are also evident elsewhere.

In Minnesota, the Perpich Center for Arts Education, a state agency, has long promoted education in and through the arts, including dance. At a public school outside Minneapolis this month, an integrated dance program run by the center helped bring a lesson about the Underground Railroad to life.

“They’re beginning to look at the idea of obstacles, how they can be represented metaphorically with the body,” said Diane Aldis, the state dance education coordinator at the Perpich Center. “What is an obstacle [to freedom] the slaves might have encountered?”

Related Blog

An arts-integration initiative recently launched in Nevada’s 63,000-student Washoe County district contains a dance strand. The Arts Infusion Project is backed by a $1 million grant from the U.S. Department of Education’s Arts in Education program.

The goal was to create a “model program” for professional development in which classroom teachers are trained and coached by teaching artists to integrate standards based arts into other academic areas, said Rick Southerland, a visiting dance professor at Goucher College, in Baltimore, who is involved with the Nevada project.

Mr. Southerland said some teachers were a bit leery at first.

“Teachers are so stressed, adding one more thing” can be troubling, he said, “but once they got in there, they were just so excited.”

The 672,000-student Los Angeles Unified School District has long offered dance both on its own and integrated across the curriculum as part of a larger arts focus, said Shana L. Habel, who works on dance programs in the district.

But dance recently took a hit as part of budget cuts.

“Last year, we had 60 full-time dance teachers,” Ms. Habel said. “This year, we cut back to 43 teachers.”

Ms. Habel said she sees integrated dance education as a powerful tool, but said she worries how it’s used in some places.

“My concern is that integration doesn’t just mean you can use surface connections. That’s not true, authentic integration,” she said. As an example, she cited “doing the Mexican hat dance ... during Latino heritage month.”

“I would like to see the integration with dance become so rich and so deep that administrators ... say, ‘Wow, we need that; we see what it’s doing,’ ” Ms. Habel said.

Some dance education advocates confess to having mixed feelings about integrating dance with other subjects, as opposed to simply promoting its study as a discrete discipline.

But Mr. Southerland said that, given the pressures facing schools, flexibility is vital to help dance and other art forms get in the schoolhouse door or keep them there.

“If we want support, we have to get outside our own molds,” he said, “talk to other educators, show them, ‘This is how the arts help,’ and support them.”

Coverage of leadership, human-capital development, extended and expanded learning time, and arts learning is supported in part by a grant from The Wallace Foundation.

Vol. 30, Issue 12, Pages 1,14-15

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Ask the Musicians | #askaconductor on December 8, 2010

#askaconductor

December 8, 2010

What is this?

#askaconductor is the first #askthemusicians Twitter event. On December 8, 2010, conductors around the world will come together to engage fans, first-timers and complete strangers. It is an opportunity for orchestras and conductors to share their love and passion, 140 characters at a time.

The concept is simple: conductors make some time available to answer questions on December 8; Twitter followers ask their burning questions, and the conductors answer.

How can you or your orchestra be involved?

It's simple. Put December 8 on your calendar. Fill out our online form and we will be in touch with you.


Gov 2.0: How to engage your Hispanic fans | SmartBlog On Social Media

Jesse Stanchak

Gov 2.0: How to engage your Hispanic fans

By Jesse Stanchak on June 30, 2010 | Comment on this post

U.S. Hispanics are a cultural and economic powerhouse. They make up more than 15% of the U.S. population — and over the next 40 years, that figure will increase to more than 30%.

Yet many firms do little or nothing to try to connect with this growing audience. Maybe the problem is just that many organizations still aren’t sure how to create meaningful engagement with a Hispanic audience. Armando Rayo of Cultural Strategies spoke on the panel at the Gov 2.0 Expo, sharing advice on how organizations of all types can better understand and engage with Hispanic groups.

A few of Rayo’s key points:

  • Recognize their diversity. Hispanics are often discussed as if they were a single group, but a grandmother from Puerto Rico living in New York City has different experiences than a single Mexican man living in rural Texas — or a second-generation Cuban student living in Miami — and the list goes on. Instead of trying to speak to a generic Hispanic community, try to develop a more detailed picture of who you’re trying to reach and tailor your message to those people, he says.
  • Don’t just translate your English ads into Spanish. A literal translation will rob your message of its power, as idioms and shades of meaning get lost along the way. Instead, Rayo says brands should “transcreate” their messages — rethinking them from the ground up with a particular audience in mind. When you’re transcreating your message, remember to take regional dialects of Spanish into account. Depending on who you’re trying to reach, the word “car” might translate as “carro,” “coche” or “auto.” Even some Spanish words mean different things from one country to the next. “Ahorita” means “right now” in Guatemala — but in Costa Rica it means “later.”
  • Think beyond Spanish. Not all Hispanic-Americans speak Spanish all the time. According to a 2006 report by National Consumer Study and National Hispanic Consumer Study, just 55% of Hispanics say Spanish is their dominant language. The same study found that 21% said they spoke English most of the time — and another 13% say they speak only English.
  • Focus on the culture. If you want to connect with a Hispanic group, it’s vital you find ways to connect with their cultural values, Rayo says. Traditions might vary from one group to the next, but the importance each group places on their culture is one of the few things that most Hispanics have in common, he notes. Studies show that many of the strongest traditions have their roots in the family or in food, Rayo adds.
  • Remember that a little goes a long way. Creating a message that speaks to a Hispanic audience does not mean it must target them exclusively. Rayo points to a Dr Pepper commercial — which contains just a second or two of a Spanish-language song — but resonates well with Hispanic audiences, he says, because it makes the brand seem inclusive.
  • Give them something to do. Rayo emphasizes that — much like any group — Hispanics communities respond best to campaigns that inspire them and equip them to become active. Strive for a true conversation, he suggest, but don’t let it stop there. Find ways to help your new fans turn their engagement into action.

Image credit, JulNichols, via iStock

Related posts:

  1. Andy’s Answers: How to engage your Facebook fans
  2. Live from SXSW: Igniting U.S. fans for the 2010 World Cup
  3. Mad Men Yourself: The beauty of putting fans to work
  4. Social-media marketing and race
  5. Today’s bonus tracks: Finding more fans

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Boost Nonprofit Marketing Impact with Google Analytics | Nonprofit Marketing | Getting Attention

Here’s a scenario I hear all the time from nonprofit marketing folks: We know we should be looking at how our website is doing, but we don’t even have the time to figure out how to start.

Instead, many of you persist in building out your site or blog based on what you think your base is interested in or what you think is the way they enter your site. But here’s the problem with that—it’s all about you, and everything you do nonprofit marketing wise has to be about your audience if you want to engage and motivate them to give, volunteer or sign a petition.

The core insights you need to know are how your site users are finding your site (or blog), and how they interact with it. Analytics:

  • Consistently quantify site performance and usage. Remember though, that comparison of findings among sites doesn’t mean a thing, since each site has unique goals and audiences. Focus on tracking metrics on your site over time, from the baseline of right now.
  • Build your understanding of how or if your site or blog is meeting stated objectives critical to achieving communications goals.
  • Suggest approaches for course correction if necessary.

So, I urge you to take one to two hours to set up a website analytics (usage measurement) tool. I recommend Google Analytics to our nonprofit clients, and use it myself, because it is reliable, easy to use, and free but there are other strong tools out there as well.

Getting Started with Website Analytics

When you’re thinking about measuring the impact of your website, start with your desired outcomes rather than scanning the dozens of metrics every analytics program provides. Your goals for your site will highlight the metrics that matter.

Your first steps are to:

  1. Define site goals.
  2. Pinpoint measurable objectives that will demonstrate your moving towards reaching your goals.
  3. Identify, as specifically as possible, the target audiences you need to engage to meet your objectives.

Who Should be Involved
The individual closest to site content and goals should be in charge of website analytics, analyzing them to understand what’s working and what’s not, and making decisions on changes. Google Analytics is quite simple to set up but if you need a bit of help, turn to your organization’s website developer or IT consultant for a brief consult.

Set Up is Quick and Simple
For Google Analytics, set up is four steps away:

  1. Set up an analytics account (you’ll need a Google account, if you don’t have one already, you can create one).
  2. Insert the tracking code that’s generated into every single page on your site and/or post on your blog. (If you need help with this, ask your website developer or IT consultant.)
  3. To track conversions—the page a user gets to only once they’ve taken a key action such as making a donation or providing information to get a free research report—set up goals and insert a unique conversion code on the goal (or “end result”) page such as your donation thank you page. Also, track where these users came from (a page on another site or yours, a Google ad or a link on a colleague organization’s site), at which time of the day, and how long they stayed on your site (this pathway is called the funnel, and can also be tracked by Google Analytics).
  4. Set up a scannable “dashboard” highlighting key stats. I review our dashboards for the Nancy Schwartz & Company and GettingAttention.org sites on a daily basis, and frequently use them to make decisions.

    Google Analytics Dashboard

The 7 Website Usage Metrics You Need to Track

When you’re thinking about measuring the impact of your website, start with your desired outcomes, not with analytic reports. Your goals for your site will pinpoint the metrics that matter.So rather than opening your analytics tool and getting overwhelmed by all the bells and whistles, focus on factors that will help you understand the whys and whats around your desired outcomes. Here are the key analytics for most organizations:

Top Fixed Metrics
1. Keywords — What top 20 words and phrases (keywords) your users enter into Google or other search engines that drive them to your site?

  • Reveals: What people want from your site.
    • For most of the people who come to your site, it’s very hard to understand their intent.
    • But knowing these top search terms is like mind reading.
  • Action Items:
    • Develop more content related to these terms for your site, and increase use of terms (within reason, search engines can smell manipulation from a mile away) within the site. Catering to users builds traffic.
    • Search on Google and Yahoo for your site’s ranking on these terms (where your site stands in the list of search results).
    • If your website doesn’t come up on the first page when you search on these terms, do more search engine optimization (SEO) to move up the list.  (More on SEO in coming months.)
  • Alert:
    • If these terms are not aligned with your organizations focus and/or communications goals, you have a lot of work to do to revise your content to reflect the words and phrases that are central to your organization’s agenda and promote your site to drive interested users your way.

2. Top referring web addresses

  • Reveals: Which websites your users are coming from.
  • Action Items:
    • If you have not initiated a relationship with the top 10 referring sites, do it now. These are your friends.
    • If you see that there are sites that should be sending you traffic but aren’t, contact them to form an alliance and discuss linking to your site.
  • Alert:
    • Included in the data about referring URLs is an even-more-important data sub-set: Referring websites for all users who reach a certain goal, for example, clicking through to an online petition or to a certain number of pages on the site. Make sure you set up such usage patterns as goals, and track them. These sites are your most valuable partners.

3. Top 10 pages visited (a.k.a. content popularity)

  • Reveals: Why users are coming to your site.
    • May validate your goals and expectations, or not!
  • Action Items:
    • Milk those top 10 pages, making sure you link out from other pages in your site to what you consider your key content from those pages.
    • Look at conversion rates on these pages. If they’re not good (2% or more), then adjust the graphic and/or narrative elements on the conversion (e.g. subscribing to emails, downloading or contacting you via an email link or form).
    • Create more content and functionality around what is drawing users’ attention.
    • Evaluate if what you are trying to draw attention to is what users are looking at.
  • Alert:
    • If your site users aren’t getting to the pages most vital to your nonprofit marketing success, revise the content, SEO elements and/or site architecture for those pages. Also, link to them from your most-visited pages.

4. Percentage of site visitors who visit the home page

  • Usually Reveals: Why you shouldn’t put so much focus, and dependence, onto home page use.
    • Most users will enter the site via a search engine or another site, directly to an internal page.
  • Action Items:
    • Knowing home page usage levels enables you to better calibrate the resources dedicated to your homepage versus most-used internal pages.
    • In many cases, sites spend far too much effort on their home page and far too little on popular internal pages.

5. Site bounce rate

  • Reveals: The number of visitors who stay on your site just a few seconds, so weren’t engaged.
    • 35-50% is the norm.
  • Action Items:
    • Before you can put this info to use, you have to figure out how long a user has to be on your site to be considered engaged.
    • To get a sense of this, ask a few people to run through a typical scenario on your site (making an online donation or finding program information), and time it.
    • See guidance from web usability guru Jakob Nielsen, Reduce Bounce Rates: Fight for the Second Click.
    • Dig deeper to identify which referring keywords and inbound links (web addresses linking to your site) generate traffic with high bounce rates. This is traffic you don’t want.
      • De-emphasize these keywords in site content and tags.
      • Visit these referring sites to ensure you’re linked to in a way that accurately reflects your site content. If not, request a correction, providing a more effective blurb to make it easy to change.

6. Conversion Rate (goals and funnel)

  • Reveals: The percentage of site users who “convert” by subscribing to e-alerts, making a donation or however else you measure conversion. For example, you can track how many users reach your donation page and what percentage of them makes a donation.
  • Reveals: Which marketing channel (your organization’s e-news, links from colleague organizations or the Google Ads you just launched last month) produces the majority of your conversions, enabling you to focus on those and cutting the non-performers.
    • 2% is the standard conversion rate.
    • The “conversion funnel” report (in Google analytics) reveals what pathways to and through your site are most likely to lead users to conversion.

7. Most Frequently Searched for Keywords (assuming your site has a site search tool)

  • Reveals: What users are looking for within your organization’s site.
  • Action Item:
    • Make keywords more prominent in core content elements (home page, headlines, sub-heads and site menu) and title tags.

Top Trending Metrics
Don’t forget to note how usage is growing over time—month over month, year over year—in these data points.

  • Unique visitors.
  • Repeat visitors.
  • Pages per visit.
  • Conversions, including:
    • File downloads.
    • Online donations.
    • E-newsletter sign-ups.
    • Inquiries (via email/form).
  • Time visitors spend on the site (although far less relevant now that browsers enable users to keep multiple windows/sites open concurrently.)

How are you using web analytics to strengthen your nonprofit marketing impact?

What are the top website usage metrics your organization focuses on to understand your audience and improve your site? And what’s your process for putting those insights to work?

Please email me today so I can share your expertise with the Getting Attention community.

Nancy Schwartz on June 2, 2010 in Evaluation, Websites | 2 comments

Social Media Users More Positive About Brands : MarketingProfs

Consumers who actively engage with social media are more positive about their connections with brands: 35% of those who use social media say they believe "companies are genuinely interested them," compared with just 16% of all consumers, according to a study by Alterian.

Moreover, only 8% of all consumers surveyed say they believe "what a company says about itself," and a mere 5% say they trust advertising.

Below, other findings from Alterian's Brands at Risk Report, which examines changes in the way consumers are listening to and engaging with brands.

Today's consumers are deeply cynical about companies: 58% say companies are only interested in selling products, without regard for what's right for consumers.

Asked whether they trust companies to act with their best interests in mind, 60% of consumers say they do sometimes, while 26% say they do rarely, and just 9% say they always trust companies to act in their best interest.

Only 17% of consumers say companies take note of their opinions.

Today's empowered consumers assemble their own opinions on products and services: Nearly all consumers (95%) say they conduct some form of comparison shopping prior to purchases.

Among those consumers, 46% use direct price-comparison websites and 35% use blogs and other search related methods.

Overall, 81% of consumers say the Web is the first place they go to compare products and services.

Most Trustworthy Sources of Information

Consumers cite family and friends (40%) as the most trusted source of information when researching  products and services, followed by professional reviews on the Web and in magazines (28%), and reviews on websites from people like them (19% among all respondents, 24% among US).

Consistent with earlier findings, formal messages from a company or brand rate very low on consumers' trust barometer: Just 5% of consumers say ads are a trustworthy source of information when research products.

Looking for real, hard data that can help you match social media tools and tactics to your marketing goals? The State of Social Media Marketing, a 240-page original research report from MarketingProfs, gives you the inside scoop on how 5,140 marketing pros are using social media to create winning campaigns, measure ROI, and reach audiences in new and exciting ways.

Rebuilding Trust via Social Engagement, Co-Creation

Companies can start to rebuild consumer trust by listening: 75% of consumers say there would be a positive impact if companies were to take more time to find out about their needs and interests.

However, companies also need to establish dialogue in multiple channels to suit the needs of all consumers. For example, 90% of consumers who use social media say it is an appropriate channel for brands, provided the company is transparent about who is talking.

Involving consumers in the development of products and services—co-creation—is a means to start engagement, or reward existing engagement: 82% of consumers and 91% of social-media users say they would be much or somewhat more likely to tell others about a company if they have been involved in developing its products and services.

"Consumer trust is at an all-time low," said David Eldridge, CEO of Alterian. "What we are witnessing is an era of individualization. It is no longer adequate to adopt a strategy of mass broadcast and one-way conversations. Brands should be trying to understand communities rather than focusing on siloed communication channels."

"Meeting the challenge of individualization will require new thinking in the collection of customer information/data for an organization to be able to interact at a personal level," said Professor Michael Hulme, author of the report.

"This will call for a commitment from the business to both structural and skill changes, arising from the need to break down silos, both departmentally and functionally to address the 'single view' of information but to also understand how the information is being used at any one time across the organization," Hulme added.

About the data: The report Your Brand: At Risk or Ready for Growth? was written by Michael Hulme, Professor and Associate Fellow of the Institute for Advanced Studies at Lancaster. Findings consist of four empirical studies: An online survey of 1,000 US consumers in March 2010, an online survey of 1,000 UK consumers in January 2010, face-to-face interviews with 40 consumers age 18-60 in 2010, and face-to-face interviews with 15 marketing professionals in 2010.

Marketers Rethinking Customer Engagement : MarketingProfs

As customers take a more active role in brand conversations, engagement is fast becoming a critical strategy and metric for marketers, but many CMOs and other senior marketing executives are struggling to formulate successful engagement strategies that have measurable impact, according to a survey from Forbes Insights.

Marketers clearly value engagement: 67% of surveyed senior marketers say customer engagement is very important in their company, and 86% say it is part of an ongoing conversation with the CEO, board of directors, and other corporate leadership. In addition, 69% of CMOs say their companies now have a defined strategy for customer engagement.

But just 10% say their companies are "excellent" at engaging customers, 59% rate their efforts as "good," and 30% say their efforts are "fair."

Below, other findings from the New Rules of Engagement: CMOs Rethink Their Marketing Mix, based on a survey of 314 CMOs and other senior marketing executives.

Defining Customer Engagement

Asked to define successful engagement, CMOs cite varying approaches:

  • Repeat-purchase behavior: 72%
  • Customers' becoming brand advocates: 69%
  • Customers' willingness to pay a premium: 48%
  • Customer resistance to competitive products and services: 28%
  • Customer support for the brand reduces marketing and sales costs: 28%

Marketers' objectives toward customer engagement also vary:

  • Among B2B marketers, adding incremental revenue by selling product extensions and additional services (68%) is the primary objective of customer engagement.
  • B2C marketers—generally more sensitive to brand messaging—view engagement as a way to cut through marketing clutter to increase sales (48%).

Moreover, penetrating emerging markets is a solid objective in the B2B space (48%), but is less so among B2C marketers (31%).

Asked how the CMO/marketing function can best encourage customer engagement, CMOs cite the need to take a leadership role in ensuring authentic brand experiences (35%) and campaigns that generate tangible customer interactions (24%).


Another 12% cite involving customers in the product development cycle, and 11% cite designing tools to empower brand advocates.

Looking for great digital marketing data? MarketingProfs reviewed hundreds of research sources to create our most recent Digital Marketing Factbook (May 2010), a 296-page compilation of data and 254 charts, covering email marketing, social media, search engine marketing, e-commerce, and mobile marketing. Also check out The State of Social Media Marketing, a 240-page original research report from MarketingProfs.

Choosing Tactics

As traditional "interrupt and repeat" advertising models fade, customer conversations and advocacy engagement is taking center stage.

Among tactics designed to engage customers, experiential events tops the list with 48% of marketers rating it as having high/highest engagement.  Opt-in email (36%) and live-event sponsorship (36%) follow in importance.

 
Social networking (28%) is now rated nearly equal to direct email (29%) in engaging customers, while other emerging tactics, such as mobile applications (21%) and Twitter (19%) trail.
Potential Roadblocks

Marketing execs say the top barriers to successful engagement are external factors, such as the economy (44%) and competition (42%), but they also cite internal issues:

  • 30% say benefits to customers are not clearly articulated.
  • 30% say they lack a well-defined approach.
  • 28% cite negative customer experiences.

Measurement

Some 36% of CMOs say their company does not measure customer engagement. 

Among the 59% who do measure engagement, customer retention is the top metric used (58%), followed by sales (44%), revenue per customer (35%), repeat purchases (33%), customer conversion (29%), marketing and sales cost (17%), campaign opt-in/downloads (15%), customer appetite for new products and services (11%), social media activity (10%), and length of sales cycle (5%).

About the data: Findings are from the Forbes Insights April 2010 survey of 314 marketing executives at businesses with annual revenues of $500 million. Some 46% of respondents held titles of C-level executive (e.g., CEO, CMO), executive vice-president, or vice-president. The remaining 54% held the title of director of marketing. 

Unconscious Buying | Neuromarketing

In a fascinating study just published in the Journal of Neuroscience, researchers have shown that we make buying decisions even when we aren’t paying attention to the products, and that fMRI observation of brain activity can predict these decisions. This new work builds on previous research by Stanford’s Knutson and CMU’s Loewenstein which showed that purchase decisions could be predicted when subjects were shown explicit offers. Here’s the abstract:

Imagine you are standing at a street with heavy traffic watching someone on the other side of the road. Do you think your brain is implicitly registering your willingness to buy any of the cars passing by outside your focus of attention? To address this question, we measured brain responses to consumer products (cars) in two experimental groups using functional magnetic resonance imaging. Participants in the first group (high attention) were instructed to closely attend to the products and to rate their attractiveness. Participants in the second group (low attention) were distracted from products and their attention was directed elsewhere. After scanning, participants were asked to state their willingness to buy each product. During the acquisition of neural data, participants were not aware that consumer choices regarding these cars would subsequently be required. Multivariate decoding was then applied to assess the choice-related predictive information encoded in the brain during product exposure in both conditions. Distributed activation patterns in the insula and the medial prefrontal cortex were found to reliably encode subsequent choices in both the high and the low attention group. Importantly, consumer choices could be predicted equally well in the low attention as in the high attention group. This suggests that neural evaluation of products and associated choice-related processing does not necessarily depend on attentional processing of available items. Overall, the present findings emphasize the potential of implicit, automatic processes in guiding even important and complex decisions. [Emphasis added. From The Journal of Neuroscience - Neural Responses to Unattended Products Predict Later Consumer Choices by Anita Tusche, Stefan Bode, and John-Dylan Haynes.]

In essence, the researchers found that it didn’t matter all that much whether the subjects were paying attention or distracted – the observed brain activation patterns were still fairly reliable predictors of purchase decisions.

As is usual in the field of neuromarketing, there are a few cautions about the research. The biggest is that the “purchases” weren’t real, i.e., the subjects indicated an intention to buy but didn’t actually buy a car. Also, the researchers point out that they may not have distracted the subjects sufficiently, i.e., perhaps their attention level was higher than expected.

Still, this is a remarkable window into how consumers make decisions, how those decisions might be affected by subliminal stimuli, and how we might be able to predict real-world buying behavior.

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  5. The Joy of Giving vs. the Pain of Buying