{"id":8661,"date":"2020-06-14T16:29:00","date_gmt":"2020-06-14T14:29:00","guid":{"rendered":"https:\/\/estrategiamarketing.digital\/what-is-return-on-engagement-roe\/"},"modified":"2025-04-30T10:43:39","modified_gmt":"2025-04-30T08:43:39","slug":"what-is-return-on-engagement-roe","status":"publish","type":"post","link":"https:\/\/estrategiamarketing.digital\/en\/what-is-return-on-engagement-roe\/","title":{"rendered":"What is Return on Engagement (ROE)?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">We are familiar with the concept of <strong><a href=\"https:\/\/es.wikipedia.org\/wiki\/Retorno_de_la_inversi%C3%B3n\">ROI<\/a><\/strong> (Return On Investment), the return on investment, which measures the <strong>profit<\/strong> obtained in relation to the <strong>investment<\/strong> made. In this article we will explain what <strong>ROE<\/strong><strong>(Return on Engagement<\/strong>) is, a concept that has been used in digital marketing for just over ten years. <\/p>\n\n<p class=\"wp-block-paragraph\">First of all, it is important to translate the concept of &#8220;<strong>Engagement<\/strong>&#8220;, so that we are clear about what we are talking about. Granted, we are fluent in English, but sometimes it is easier to understand things in our own language. <\/p>\n\n<p class=\"wp-block-paragraph\">In the context of digital marketing, by engagement we mean the <strong>commitment<\/strong>, <strong>loyalty<\/strong>, <strong>involvement<\/strong> and <strong>participation<\/strong> of a person with a brand. It is in some way an <strong>indicator <\/strong>that<strong> measures the level of adhesion, of <\/strong><strong> attachment<\/strong> of this person to the brand. <\/p>\n\n<p class=\"wp-block-paragraph\">Traditionally, brands have tried to calculate <strong>how much engagement<\/strong> and <strong>involvement<\/strong> <strong>can<\/strong> <strong>generate<\/strong> <strong>a<\/strong> <strong>certain<\/strong> <strong>action or strategy<\/strong> &#8211; and the corresponding economic investment &#8211; in social networks, blog, web, app, video&#8230;<\/p>\n\n<p class=\"wp-block-paragraph\">The difference with ROI is that <strong>ROE<\/strong> is more <strong>difficult to translate into numbers<\/strong>, since we are talking not only about interaction with the brand, which can be measured in different ways, but above all about the impact on the <strong>strength of<\/strong> a brand.<\/p>\n\n<div class=\"wp-block-web-stories-embed aligncenter\"><a href=\"https:\/\/estrategiamarketing.digital\/web-stories\/return-on-engagement-roe-glosario-de-marketing-y-estrategia-digital-emd\/\"><img alt=\"Return On Engagement (ROE) | Marketing and Digital Strategy Glossary | EMD\" src=\"https:\/\/estrategiamarketing.digital\/wp-content\/uploads\/2021\/08\/cropped-daniel-josef-AMssSjUaTY4-unsplash-scaled-1.jpg\" width=\"180\" height=\"300\" loading=\"lazy\" decoding=\"async\"><\/a><\/div>\n\n<h4 class=\"wp-block-heading\">Engagement KPIs<\/h4>\n\n<p class=\"wp-block-paragraph\">There is a whole battery of KPIs<strong>(Key Performance Indicators<\/strong>) that are often used; for each action, engagement objectives can be determined and evaluated.<\/p>\n\n<p class=\"wp-block-paragraph\">For a <strong>webinar<\/strong>, for example, this could be the number and percentage of people who <strong>register<\/strong>, those who <strong>attend<\/strong> the online course, the <strong>number<\/strong> of <strong>requests<\/strong> for information or quotes received after the webinar, etc.<\/p>\n\n<p class=\"wp-block-paragraph\">For a <strong>video<\/strong> it can be the time spent watching it, if you watch it to the end, the number (and percentage) of <strong>likes<\/strong> obtained, <strong>clicks <\/strong>on links, <strong>interactions<\/strong>, times shared, <strong>comments<\/strong> received, <strong>subscriptions to<\/strong> the channel &#8230;  <\/p>\n\n<p class=\"wp-block-paragraph\">Experience in many companies has shown that they tend to put <strong>too much<\/strong> <strong>focus<\/strong> on these kpis and generate a kind of <strong>obsession<\/strong> with the number of fans, shares, registrations, info requests, downloads&#8230; the <strong>goal<\/strong> <strong>being to<\/strong> <strong>increase<\/strong> these numbers in any way possible to <strong>legitimize<\/strong> our <strong>actions<\/strong>.<\/p>\n\n<p class=\"wp-block-paragraph\">If we have seen so many times brands with <strong>inflated fan numbers<\/strong> <strong>on<\/strong> various <strong>social<\/strong> <strong>networks<\/strong>, coming from dubious origins, it is for a reason&#8230;<\/p>\n\n<p class=\"wp-block-paragraph\">It is clear that the actions we carry out, and in particular in the field of digital marketing, must have some <strong>indicator<\/strong> of results, and that there are not many other ways to evaluate the impact produced. So the method is the right one. <\/p>\n\n<h4 class=\"wp-block-heading\">Empathizing with people<\/h4>\n\n<p class=\"wp-block-paragraph\">However,<strong> brands need to evolve<\/strong> their thinking and <strong>put themselves in<\/strong> people&#8217;s minds. Okay, it&#8217;s not a very new concept, we&#8217;ve been reading the same thing everywhere for years!   <\/p>\n\n<p class=\"wp-block-paragraph\">But let&#8217;s try to do it for real. We are a <strong>person<\/strong>, not a <strong><em>consumer<\/em><\/strong>a <strong><em>user<\/em><\/strong>a <strong><em>user<\/em><\/strong> <strong><em>single<\/em><\/strong>user, a <strong><em>visitor<\/em><\/strong>a <strong><em>audience<\/em><\/strong> or a <strong><em>cohort<\/em><\/strong> &#8230; (they have given us some nice names, haven&#8217;t they?) <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>How the brand intends to reward me<\/strong> for my loyalty, for my commitment to it, for the value and the information I provide with my <strong>personal data<\/strong>, my <strong>navigation<\/strong> or <strong>behavioral<\/strong> data collected through the <strong>cookies<\/strong> that are installed on my computer every time I open a new web page.<\/p>\n\n<p class=\"wp-block-paragraph\">In the age of <strong>data<\/strong>, my <strong>location<\/strong>, my <strong>interests<\/strong>, my <strong>contacts<\/strong>, my <strong>behavior<\/strong>, my <strong>intentions<\/strong> and my <strong><a href=\"https:\/\/estrategiamarketing.digital\/en\/semantic-analysis-in-your-seo-strategy\/\" target=\"_blank\" rel=\"noreferrer noopener\">intentions<\/a><\/strong>even my <strong>words<\/strong> (!) are stored and <strong>analyzed<\/strong>. <strong>What will I get from brands<\/strong>, beyond personalized advertising and remarketing (with banners everywhere for having looked at a product)?<\/p>\n\n<p class=\"wp-block-paragraph\">Brands that will know how to focus on <strong>solving<\/strong> a person&#8217; <strong>s problems<\/strong>, provide <a href=\"https:\/\/estrategiamarketing.digital\/contenidos-semanticos-customer-journey\/\" target=\"_blank\" rel=\"noreferrer noopener\">content<\/a> with <strong>added<\/strong> <strong>value<\/strong>, <strong>service<\/strong>, <strong>inspiration<\/strong>, <strong>information<\/strong> or <strong>quality<\/strong> <strong>entertainment<\/strong>, <strong>social<\/strong> <strong>value<\/strong>; those that will know how to <a href=\"https:\/\/estrategiamarketing.digital\/en\/automate-to-humanize\/\">humanize<\/a> <strong>the<\/strong> <strong>relationship<\/strong> (let&#8217;s not talk about B2B or B2C, let&#8217;s talk about human to human), forget for a moment about kpis to be perhaps more <strong>altruistic<\/strong>, are the ones that in the long term will strengthen their image and get the maximum Return on Engagement.<\/p>\n\n<p class=\"wp-block-paragraph\">Finally, this ROE can be measured through <strong>datamining<\/strong> on social networks, in forums or blogs, in comments, analyzing and structuring the information of <strong>millions of written words<\/strong>. It is a more in-depth work, which requires means to do it, but it is surely very valuable. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>The marketing concept must put the needs and desires of consumers at the center of any strategy. In the different points of online contact between brand and user, &#8220;engagement&#8221; is sought, the user&#8217;s commitment. Companies usually measure the return from the point of view of investment \/ sale, but the user sees it differently: &#8220;what does the brand give me for my loyalty and my involvement?&#8221;  <\/p>\n","protected":false},"author":3,"featured_media":7934,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_joinchat":[],"footnotes":""},"categories":[167,168],"tags":[],"class_list":["post-8661","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","category-strategy"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What is Return On Engagement (ROE) and how to evaluate it?<\/title>\n<meta name=\"description\" content=\"We explain a key concept in digital marketing: the Return On Engagement (ROE) and how to evaluate it from the point of view of the company and the user.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/estrategiamarketing.digital\/en\/what-is-return-on-engagement-roe\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What is Return On Engagement (ROE) and how to evaluate it?\" \/>\n<meta property=\"og:description\" content=\"We explain a key concept in digital marketing: the Return On Engagement (ROE) and how to evaluate it from the point of view of the company and the user.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/estrategiamarketing.digital\/en\/what-is-return-on-engagement-roe\/\" \/>\n<meta property=\"og:site_name\" content=\"EMD - 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