The Internet is forcing businesses to become more socially engaged with their customers. The consumption of traditional media like television, newspapers and magazines is in irreversible decline, while the consumption of interactive digital media like streaming video, websites, social media and mobile apps is exploding. To capture people’s attention online, where they spend the majority of their spare time, businesses are re-directing their marketing resources into these digital channels.

The problem with digital media channels for most business is that advertising doesn’t work nearly as well as it does in traditional media. What works much better in these interactive mediums is providing valuable content and an openness by businesses to engage directly with their customers. The result is that forward-thinking brands are learning how to interact directly with their customers by listening, understanding and engaging with them.

Infographic: Brand Engagement in 2011

This infographic outlines the results from social agency Alterian’s Annual Brand Engagement Survey on brand engagement in 2011. Interestingly, 75% of the 1,500 marketing professionals survey expect that the biggest increase in marketing funds will be in digital media channels online.