Why Read This
The report "Brand Engagement The Consumer Way," originally written for market insights professionals, highlights key behaviors that today's US online consumers exhibit when they engage with companies and brands. Forrester believes that CMOs must understand their consumers' increasingly complex path to purchase, including which channels they use to explore, buy, and engage with brands as well as why they choose those channels for different product categories. Brands that respond to these trends will be better positioned to drive incremental sales, build loyalty, and earn positive recommendations from satisfied influencers. In this report, you'll find data that illustrates US online consumers' brand engagement behaviors, which help define where and when to deliver the most successful messages.