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Promo 2010 - Engagement Marketing

מאמר מאת אלן מור

Engagement marketing, sometimes called "experiential marketing," "event marketing", "live marketing" or "participation marketing," is a marketing strategy that directly engages consumers and invites and encourages consumers to participate in the evolution of a brand. Rather than looking at consumers as passive receivers of messages, engagement marketers believe that consumers should be actively involved in the production and co-creation of marketing programs.
Ultimately, engagement marketing attempts to connect more strongly consumers with brands by "engaging" them in a dialogue and two-way, cooperative interaction…

For decades, consumers would simply watch a commercial or look at a print ad that advertisers produced. That’s one-way communication and doesn't qualify as engagement, where consumers participate, share, and actually interact with a brand. The brand and the "brand experience" are directly taken to them through interactive channels of retail, digital and live events. Rather than wait for the consumer to find it, the brand takes itself directly to the consumer with campaigns that resonate on a personal level.
This is closely related to the definition of transparent marketing. Transparent Marketing is a strategy used to personalize the content marketed to a customer by engaging them in Web 2.0 social media technologies such as blogs, live chat and product ratings. Through these web based technologies, companies are able to provide true transparency to their company and products, good or bad. In addition, they are able to build trusting and lasting relationships with their customers



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