Real Time Engagement MarketingPosted: November 14, 2008
Engagement marketing, sometimes called "participation marketing," is a marketing strategy that 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.
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.
What makes engagement marketing real time is mobility. Mobility can add a new dimension of situational awareness, which serves to personalize marketing even further. To me the concept of personalized marketing is an issue of filtering and relevance to me. Personalization is what makes the engagement value adding to me. Instant messaging and text messaging via mobile device has the potential of making engagement marketing real time. Now a brand can engage a consumer at a specific place and time.