Untangling fan engagement: Carlo De Marchis (A Guy with a Scarf) on going beyond the raw metrics

Fan engagement strategies are evolving rapidly, and organizations need to focus on creating genuine value for their customers. According to Carlo De Marchis, a veteran of the sports media industry, successful organizations will need to focus not only on capturing attention but also on creating high-engagement fan experiences that deliver real meaning. This involves designing for strategic realtime moments rather than just delivering data, and adopting a value-exchange mindset where fans are given something in return for their data, such as personalization or exclusive access. A key framework for creating tailored value is to understand who your most valuable fans are, differentiate your owned platforms by creating experiences that aren't possible on social media, choose technology that enables meaningful fan experiences at the right moment, design for moments not just volume, and innovate monetization models that align closely with fan desires and willingness to pay.

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