Financially Responsible Marketing

Are you engaging your consumer?

Posted by on Feb 9, 2012

The concepts of engagement marketing have been in place for many years, but due to the extensive shift in how the consumer learns, evaluates and connects to a brand; the core elements of engagement marketing have become more important than ever.

Engagement marketing, also referred to as experiential, event, live, or participation marketing, is a strategy that directly engages consumers; inviting and encouraging them to participate in the evolution of a brand. Rather than looking at consumers as passive receivers of messages, engagement marketing actively involves the consumer in the production and co-creation of marketing programs and works to develop a long-term relationship between the consumer and the brand.

Here are some key elements to look for as your brand embraces engagement marketing;

Create a two way dialogue

  • Classic advertising and marketing is one-way dialogue between the brand to the buyer.  Consumers are more educated on a vast array of products and are keenly aware that an abundance of information is available to them at all times.  Today, powerful brands are built by the buyers themselves through innumerable conversations in both online and offline communities.   Repeated exposure to the same content via traditional media is no longer a strong influencer to the consumer.  Instead, purchasing decisions are built on information, education and influential communities.

Listen as much as you speak

  • Engagement marketing is a collaborative platform that requires the brand to listen, if not more, than it speaks.  Ultimately, the goal of engagement marketing is to ensure that the consumer benefits as much as the brand.  Consumer feedback is critical as consumers are indifferent to brands that are indifferent to them.  By giving your audience the chance to respond to and interact with your company, you’ll build brand loyalty, and allow your company to not only monitor, but participate in the brand conversations taking place in influential communities.

Diversity touch-points

  • In today’s world, initiating a two-way dialogue with the consumer means communicating with them through every touch-point and channel that exists.  With the expansion of user generated content, consumers can learn everything they need to know about your brand and don’t necessarily need your website or brochure to acquire this information.  Blogs, social networking sites, webcasts and email campaigns are common online tools utilized to interact with the consumer allowing feedback, conversation and sharing.  Marketing databases used for email can also be used to personalize messages through a variety of channels to customers and prospects.  Information can flow into these databases from other applications – yielding truly engaging messages that drive brand influence and revenue in new and powerful ways.

Using strong customer engagement to compliment traditional advertising can increase your marketing potential and deliver increased ROI through a stronger, more valuable customer relationship. Is engagement marketing part of your existing marketing strategy?  Ask me how to initiate a conversation with your customers today.