Engagement marketing, sometimes called "experiential
marketing," "event marketing," "on-ground 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, developing a
relationship with the brand.
Consumer Engagement is when a brand and a consumer connect.
According
to Brad Nierenberg, experiential marketing is the live, one-on-one
interactions that allow consumers to create connections with brands.
[1]
Consumers will continue to seek and demand one-on-one, shareable interaction with a brand.
[2]
Engagement
Engagement measures the extent to which a consumer has a meaningful
brand experience when exposed to commercial advertising, sponsorship,
television contact, or other experience.
In March 2006 the
Advertising Research Foundation defined Engagement as "turning on a prospect to a brand idea enhanced by the surrounding context".
[3]
The ARF has also defined the function whereby engagement impacts a brand:
Engagement is complex because a variety of exposure and relationship
factors affect engagement, making simplified rankings misleading.
Typically, engagement with a medium often differs from engagement with
advertising, according to an analysis conducted by the Magazine
Publishers of America.
[4]
Related to this notion is the term
program engagement, which
is the extent to which consumers recall specific content after exposure
to a program and advertising.
Starting in 2006 U.S. broadcast networks
began guaranteeing specific levels of program engagement to large
corporate advertisers.
[5]
Multi-dimensional communication
Keith Ferrazzi wrote in 2009 that we were moving out of the
Information Age
and into what he termed the Relationship Age.
"Emotion, empathy, and
cooperation are critical to success," he wrote, "at a time when
technology and human interaction are intersecting in new ways.
Trust and
conversation are crucial in this new economy."
[6][7]
Ultimately, engagement marketing attempts to connect more strongly
consumers with brands by "engaging" them in a dialogue and two-way,
cooperative interaction.
Robert Gourley, the creative director of the participation, summed up the idea this way; "People don't talk to brands, they talk to people."
[8]
This conversation between consumers and the products and services
they consume is an attempt to take historical one-dimensional
communication to a new level.
For decades, consumers would simply watch a commercial or look at a
print ad that advertisers produced.
One-way communication isn't
considered engagement.
In 2006, researchers from the market research
company
Gallup
identified two-dimensional (two-way) communication where consumers
participate, share, and interact with a brand as a creator of the
engagement crucial to business and personal success.
[9]
Two-dimensional (2D) communication and engagement is where "both
giver and receiver are listening to each other, interacting, learning
and growing from the process."
[10]
Three-dimensional engagement, coined "3DE" in the book "The Relationship Age,"
[11][page needed]
has "not only length and width, but depth, where both giver and
receiver connect to a higher power and are changed in the experience.
Not just a conversation, but connection to a purpose that transforms all
in the process."
[12][13]
Engagement marketing as philosophy
Greg Ippolito, former creative director of the engagement marketing
agency Annodyne, wrote that the key point of differentiation between
engagement marketing and other forms is that the former "is anchored by a
philosophy, rather than a focus on specific marketing tools."
[14]
That philosophy is that audiences should be engaged in the sales process when they want, and by which channels they prefer.
He argues that traditional top-down marketing results, largely, in
the production and communication of white noise.
Whereas engagement
marketing assumes a different approach:
Think of a salesperson who walks up to you in a store. You tell him
thanks, you’re okay, you’re just looking. But he hovers and looms, finds
ways to insert himself into your activity, and is a general annoyance.
That’s what typical marketing feels like: intrusive and disruptive.
Engagement Marketing is the opposite. It’s a salesperson who hangs back
and engages you if/when you need help. Who can sense what you want to
do, and help you arrive at that decision. Who will contact you directly
with exclusive sales information, if — and only if — you request it.
Engagement Marketing, done well, means connecting with audiences who
want to hear from you, in relevant, meaningful, interesting ways. If you
can pull that off, everything changes.[14]
After launching IMA in 2013, Ippolito shifted his focus to momentum
marketing — described as "the next evolution of engagement marketing"
[15]
— which shares the same customer-centric philosophy, but places a
greater emphasis on leveraging data to reach target audiences online via
their most well-traveled channels:
[M]odern consumers are hard to pin down; they're constantly in motion
— traversing different spaces, utilizing different media, and as
always, experiencing a range of different thoughts and feelings
throughout any given day ... [The key is to] leverage the existing momentum
of target consumers. By doing so, we can organically guide them where
we want them to go — with minimum waste and maximum efficiency.[16]
Brand experience
The brand and the "brand experience" are directly taken to consumers
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.
In an interview with Henry Jenkins (DeFlorz Professor of Humanities
and Founder and Director of the Comparative Media Studies Program at
MIT), Alan Moore said...
Engagement Marketing is a very broad term, and purposefully so. At
its heart, is the insight that human beings are highly social animals,
and have an innate need to communicate and interact. Therefore, any
engagement marketing initiative must allow for two-way flows of
information and communication. We believe, people embrace what they
create.
And why is this important? Because in advanced economies the values
of society and the individual change. At the heart of this is the key
issue around identity and belonging. We have always had community.
Pre-industrialization, we were tied to our communities by geography,
tradition, the state and birthright. External forces shaped our
identity. However, in a post-modern world we can have many selves, as we
undertake a quest for self identity.
This is described as Psychological Self-Determination the ability to
exert control over the most important aspects of one's life, especially
personal identity, which has become the source of meaning and purpose in
a life no longer dictated by geography or tradition.[17]
The Community Generation, shun traditional organizations in favor of
unmediated relationship to the things they care about. The Community
Generation, seek and expect direct participation and influence. They
possess the skills to lead, confer and discuss. These people are not
watching television and have grown up in a world of search and two-way
flows of communication.
Going further Engagement Marketing is premised upon: transparency -
interactivity - immediacy - facilitation - engagement - co-creation -
collaboration - experience and trust, these words define the migration
from mass media to social media.
The explosion of: Myspace, YouTube, Second Life
and other MMORPG's, Citizen Journalism, Wicki's and Swicki's, TV
formats like Pop Idol, or Jamies School Dinners, Blogs, social search,
The Guinness Visitor Centre in Dublin or the Eden project in Cornwall
UK, mobile games like Superstable or Twins, or, new business platforms
like Spreadshirt.com all demonstrate a new socio-economic model, where
engagement sits at the epicentre.[18]
From Alan Moore's second interview with Henry Jenkins:
[19]
Last Friday, I introduced my readers to Alan Moore — not the comic
book creator but the brand guru — a cutting edge thinker about the ways
that grassroots communities are reshaping the branding process. Moore,
with Tomi T Ahonen, wrote a book called Communities Dominate Brands. The
book spells out their vision for where media is headed — towards what
Moore described last time as a "connected society"— and what it means
for the branding process. Here, Moore gets deeper into some of the
issues which will be of particular interest to regular readers of this
blog — the economic value of fans to advertisers and media producers,
the issue of compensating for user-generated content, the case of Pop
Idol as a global media franchise, and the concept of transmedia
planning.
Early examples of successful engagement marketing campaigns
PROMO magazine has credited Gary M. Reynolds, founder of
GMR Marketing
of New Berlin, Wisconsin, with being the pioneer in the practice of
engagement marketing.
It has cited Reynolds' formation of the Miller
Band Network in 1979 as the seminal engagement marketing moment.
[20]
In Japan,
Tohato
launched two new snacks brands, "Tyrant Habanero Burning Hell Hot" and
"Satan Jorquia Bazooka Deadly Hot" in 2007 in an award-winning campaign
which broke new ground in engagement marketing by combining multiplayer
online gaming with advertising, on a mobile phone.
Customers were
encouraged to join nightly battles in a virtual game, on behalf of
either snack brand, to determine the winner of the "World's Worst War".
The games ran at 4 AM. The campaign was designed by Japanese ad agency
Hakuhodo and won the Yellow Pencil award at the annual D&AD
advertising awards ceremony where mobile ads were recognized for the
first time in May 2008.
Another example of engagement marketing is seen in the marketing strategy of
Jones Soda.
At the company's website, regular customers are allowed to send in
photos that will then be printed on bottles of the soda.
These photos
can be put on a small order of custom-made soda, or, if the photos are
interesting enough, they can be put into production and used as labels
for a whole production run.
[21]
This strategy is effective at getting customers to co-create the product, and engaging customers with the brand.
Another good example of engagement marketing is seen in the unique
marketing strategy of Jaihind Collection Pune for their paraplegic
fashion Show.
[22]
This strategy is effective at getting customers to co-create the product, and engaging customers with the brand.
Common offline engagement marketing tools
- Mobile marketing tours: often, brands will utilize custom-branded
RV's, Buses, and Motor Coaches to draw attention to their offering,
serving as mobile billboards as well as mobile centers to create brand
experiences on-site in retail parking lots or at larger events.
- Marketing through amenities: companies promote their brands through
interactive marketing via amenities such as charging stations.
- IOT Device connected to social platforms that display the numbers of fans and personalised messages to the off line customers.
So all of this or very little of this has anything to do with you. "The Affiliate Wanna Be" and Your Foundation.
I have said it once or twice before we have to work on ourselves as we set out to become a Marketer. We need to stop chasing Unicorns or Butterflies or Mermaids. These are but distractions sent by the destroyer. The one keeping us from our true goal our "Why" "the Big Dream" the desire of our hearts.
An Affiliate's Foundation begins and ends with Focus your ability to pay attention to the little details and this is no easy task. The Ability to or the Lack there of. This is Key without It you'd be chasing Butterflies and Distasteful Lies ["Shinny Objects" or "The Next Best Thing']
#1. You Need a Market or Niche to Sell From and To.
You need to know exactly what it is that your going to promote. Be it Systems, Software, Tools, Services, Digital products, Hard Product or physical products. And these need to belong to this Market Niche.
Remember you are new! You Need to Focus on ONE thing at a Time! One Step at a Time! The Abc's and The 123's
I am suggesting you start with Digital products unless you have your own Products already.
Okay now lets take these Ideas and throw them in a pot and simmer them down to one two at the very most. Pick one and keep the other as a backup or plan B choose only one of these two things that you would like to promote.
While that is stewing in your kettle. You'll need set up the Accounts that you will need to do the Thing; that you are wishing to do.
Your Foundation is easily set-up and is rather simple. Its a short lists of tools and accounts.
1. A Domain Name Preferably "Your Name" or as close as you can get to it or an Alis if you wish to remain anonymous. Or Even your Company's Name or even a Brand Name or its Identifier.
donaldberesjr.com This is My Name and right now the only thing it is tied to is My first Free report. But you can tie whatever or how many whatever s you want to It.
Now these are all Individual website Domains that I personally got a while Back 2010-2012. You do not need more then one!
I repeat you Do Not Need any more then the One. To be an Affiliate Marketer.
I am doing something much bigger then being An affiliate alone.
An example of an Identifier is an abbreviation or an Image Logo like Nike's little Angel wing check mark :
PW&OSfStSM ==> Identifier:
My Image Identifier is the Anchor hooked to the Cross. You can see it in many of my writes accompanied by a picture of my ugly mug.
The web addresses are branded as well. Their all tied to the Sinbadthesailorman Dot ____ ==> Brand Title:
Poetry Writes & Other Stuff from Sinbad the Sailor Man <== Brand's Title
and
Poetry Writes & Stuff from Sinbad the Sailor Man
#2. You Need a Way to Collect and disperse Monies: I suggest you start out with Paypal.com.
You have two options now. Business or Personal I'll leave that up to you to decide which you wish to use. Click the link sign up! It is simple an easy to follow instructions. Get it Done! Its Free!
#3. You Need an Affiliate Broker: I suggest ClickBank for all beginners!
click the highlight link and get signed up its Free!
These both come with 30 day Free trials and they are both excellent software programs. I am cutting Back As I use them both and It is to confusing for me right now.
So I will be choosing only one Until I get my lists built to the next monthly pay rate. Then I will turn the other back on to split my affiliate offers and my Lists campaigns.
Source: Wikipedia.org
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