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The rise of the Internet and the popularity of social media has changed the consumer decision making and, as such, the purchase path. Today, a company’s value proposition translates into a “What’s in it for me?” mentality for consumers. You might think this would be problematic but studies show brand awareness still translates into leads. Online or digital marketing is not synonymous w interactive marketing, all though interactive is MOSTLY facilitated by online technology. Engagement marketing (sometimes called experiential marketing) involves consumer participation for longer-term connections. Interactive and engagement marketing, which are philosophies and not tactics, are key in today's marketplace as we move out of the Information Age and into the Relationship Age.
This presentation, which includes common concepts, tactics best practices for interactive and engagement marketing is from my presentation at Social Media Week Lagos 2013 event Online Marketing for Smart Entrepreneurs.