The document discusses engagement marketing and how it differs from traditional interruptive marketing. Engagement marketing aims to actively involve and engage customers through multi-platform, coherent brand communications and experiences. It seeks to change customer behavior rather than just raise awareness. Done effectively, engagement marketing can increase customer loyalty, advocacy, and value for both customers and businesses.

1. Engagement Flow Presence An Introduction to Experiential/Engagement Marketing

2. The new challenge for marketing is the intersection between business strategy, interactive technology, marketing communications and media Interactive communications platforms Marketing communications and media Business strategy New forms of cross -platform brand & marketing communications

11. The 4Ps Product Price Promotion Place The 4Cs Content Connectivity Community Commerce The 4Es Engage Experience Enhance Emotion Product or Service Engagement marketing tools Brand as Relationship ‘ Cross-platform branding and marketing communications’

12. ‘ Cross-platform branding and marketing communications’ 4E’s expanded… An opportunity to: Engage your customers Experience the product or service Enhance your company/customer relationship more Emotionally than traditional advertising.

14. Measuring Engagement (Blackshaw, 2006): User Behavior Traffic patterns, time between ad placement and request Propensity to search, seek, or request branded content Platform integration, frequency Cross-platform activity (TV to Web) Issue triggers, depth of advocacy Opinion solicitation (Web site, research) Ad content triggers, message triggers, frequency Ad skipping or filtering Actual usage, depth of involvement, follow-up On-demand samples or demos Traffic patterns, length of stay, call to action Web site visit Frequency, targeting method, longevity On-demand behavior (ads, RSS, etc.) Participation, depth of involvement, length Interaction with an on- or offline ad Length of relationship, open rates, calls to action Permission or opt-in Key Weighting Variables Engagement Activities

15. Measuring Engagement (Blackshaw, 2006): Consumer Generated Media Depth of loyalty, consumer profile Propensity to offer product suggestions How public or searchable, how validating CGM on blogs and boards What issue, depth of emotion, or influence Unsolicited feedback (email, call center) Pass-along utility measures, survey design Aided propensity to tell others To whom, in what context, total reach Unaided propensity to tell others Key Weighting Variables Engagement Activities