The LeanIN Report

Canada’s Digital Engagement Benchmark

Digital Media – A World With Few Rules!

Think you know digital? Think again. Digital media is information on the consumers’ terms. They (your consumers) are in control of what messages they see and when they see them.

This is what makes digital media so challenging–it is a new world where few traditional advertising rules apply.

What is the best way to engage consumers digitally? Using the full power of the Internet means putting your brand’s message in front of consumers in a way that is interactive and social, not just interesting and entertaining. In other words, make consumers lean in, not lean back!

What questions will we answer?

The LeanIN Report will measure all digital touchpoints of your brand’s online experience, client-controlled and consumer-controlled, as well as your brand’s ability to engage consumers online.

Your brand will be evaluated against a benchmark consisting of 60 of the top brands using digital media in Canada, based on spend.

Which brands are currently having the most success engaging consumers online? How can I use digital media more effectively? How do I connect meaningfully with consumers online?

Ipsos ASI’s LeanIN Report will answer these questions and more:

How does my brand stack up against 60 of the top online spending marketers in Canada?
Which digital media am I over-utilizing? under-utilizing?
How effective is my digital media investment at driving consumer interest?

Who will we speak with?

The survey will be conducted among a random sample of 6,000 Canadian Online Information Seekers.

These individuals are actively using the Internet to seek out information about products and services, representing 50% of the Internet population.

A significant portion of the sample will be Internet Trendsetters. These consumers are at the centre of online communities – they are the blog writers and fan site creators. These are the influential consumers that brands need to get the attention of.

By speaking with active information seekers and Internet trendsetters, we can more effectively assess a brand’s online experience among the consumers who are spending the most time with brands online.

What deliverables will you get?

The LeanIN Report and presentation will contain a set of digital media Best Practice Guidelines to help you execute a successful digital media strategy for your brand.

In addition, you will also receive a customized one-page scorecard, that will clearly outline what is driving your brand’s overall Digital Media Presence and Digital Engagement Rating scores.

The one-page scorecard is a valuable tool for identifying areas of improvement in executing the digital strategy for your brand.

Which brands will we be asking about?

Fifty of the top brands using digital media in Canada, based on spend, across a variety of categories.

Results from these 60 brands will be averaged together to form the benchmark norm that your brand will be compared against. Please note, subscribing to the study does not give you access to the detailed results of all 60 brands.