Company online strategy finally important?

e-consultancy have recently released their 2009 online engagement report. Here are some highlights from the Exec Summary carried out amongst 1,300 marketers (2/3 of which are UK based):

• only 45% have a defined online customer engagement strategy
• 51% say that a deteriorating economy has led to a greater emphasis on customer engagement
• 38% say they are focused on increasing value from the customer, whilst 34% say it is about creating value for their customers

The survey also asked them which channels they will focus on:

• 59% say e-newsletters,
• 41% user ratings & feedback,
• 37% user generated content,
• 36% blogging & 36% branding in social networks like facebook.

What is the situation in Central Europe?

I think we are lagging one or two years behing the UK. Online strategy is more a rarity today and also user rating and feedback and generated content are important only to small number of companies. However I often hear companies´ representatives to express a desire to build customer engagement online, but many of them have little idea how to do this, which channels they should use or what they should measure.

In addition, to achive results online you have to have well synchronized relationship of a skilled company marketer and an experienced advertising agency or direct marketing agency with digital departement. It takes time to play well together but there are already some CE examples - let´s take a look at successful czech WOM campaigns.