7 Attributes Of Engagement Marketing


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7 Attributes Of Engagement Marketing

  1. 1. <ul><ul><li>7 Attributes of </li></ul></ul><ul><ul><li>ENGAGEMENT MARKETING </li></ul></ul><ul><ul><li>Tej Arora </li></ul></ul><ul><ul><li>SmartCrowds Software </li></ul></ul><ul><ul><li>http://brandadda.com </li></ul></ul><ul><ul><li>http://smartcrowds.com </li></ul></ul><ul><ul><li>The Roundtable for Consumers & Brands </li></ul></ul>
  2. 2. What is Engagement Marketing? <ul><li>Too many names to refer to it </li></ul><ul><ul><li>Conversational Marketing </li></ul></ul><ul><ul><li>Inbound Marketing </li></ul></ul><ul><ul><li>Dialogue Marketing </li></ul></ul><ul><ul><li>Two-way Marketing </li></ul></ul><ul><ul><li>Partnership Marketing </li></ul></ul><ul><li>Best to describe it in terms of its Attributes... </li></ul><ul><li>So, here are the 7 essential attributes of Engagement Marketing... </li></ul>
  3. 3. 1. There is a Dialogue between the Brand and the Consumers <ul><li>Two-way street </li></ul><ul><li>Consumers talk. Brands listen and respond. </li></ul><ul><ul><li>Talk not always rosy </li></ul></ul><ul><ul><li>work through a tough conversation with openness, honesty and sincerity. Builds trust. </li></ul></ul><ul><li>Brands talk. Consumers listen and respond. </li></ul><ul><ul><li>Don't try and control the conversation. You can't. </li></ul></ul><ul><ul><li>Best you can do is to shape it or channel it </li></ul></ul>
  4. 4. 2. There is value in the conversation for both the Brand and the Consumers <ul><li>Consumers must benefit </li></ul><ul><ul><li>free/entertaining/informative content </li></ul></ul><ul><ul><li>first hands on a product </li></ul></ul><ul><ul><li>show off ideas </li></ul></ul><ul><ul><li>sharing </li></ul></ul><ul><li>Brands must benefit </li></ul><ul><ul><li>feedback </li></ul></ul><ul><ul><li>ideas on what to build </li></ul></ul><ul><ul><li>lead nurturing </li></ul></ul><ul><ul><li>research </li></ul></ul><ul><ul><li>testing </li></ul></ul>
  5. 5. 3. Quality of the Consumer audience is more important than Quantity <ul><li>Unlike traditional marketing, don't need huge masses for this to create value </li></ul>
  6. 6. 4. Brands are in the conversation to listen more than to talk <ul><li>Avoid the tendency to sell! </li></ul><ul><li>Listen and respond diligently </li></ul><ul><li>Talk mostly to solicit ideas and feedback </li></ul>
  7. 7. 5. The entire Company is behind the Conversation <ul><li>Its not just the Marketing department </li></ul><ul><li>Product design, customer service, quality assurance, manufacturing, sales, etc have as much to do with the conversation as Marketing </li></ul>
  8. 8. 6. It is a continuous, living, breathing process <ul><li>It is not a time-boxed campaign </li></ul><ul><li>takes constant work and nurturing </li></ul><ul><li>Brand gets value out of it in proportion to the effort that is put in </li></ul>
  9. 9. 7. All Engagement Marketing is Social Media Marketing, but not all Social Media Marketing is Engagement Marketing <ul><li>An ad blast on Facebook isn't engagement marketing </li></ul>
  10. 10. “ Brands & Religion activate the same area of the brain” Martin Lindstrom, author of Buyology Brands should make Engagement Marketing be a part of any Marketing Mix!!
  11. 11. Some reference material... <ul><li>May 2009: 7 Attributes of Engagement Marketing http://smartcrowds.com/blog/2009/05/11/7-attributes-of-engagement-marketing/ </li></ul><ul><li>May 2009: 7 Reasons why Engagement Marketing is good for Brands http://smartcrowds.com/blog/2009/05/11/7-reasons-why-engagement-marketing-is-good-for-brands/ </li></ul><ul><li>Apr 2009: The best social media marketing http://www.zeusjones.com/blog/2009/the-best-social-media-marketing/ </li></ul><ul><li>Apr 2009: Lever's CMO Throws Down the Social-Media Gauntlet http://adage.com/digital/article?article_id=135943 </li></ul><ul><li>Mar 2009: Social Media ROI http://zygote.egg-co.com/social-media-roi/ </li></ul><ul><li>Nov 2008: Inbound Marketing & the Next Phase of Marketing on the Web http://blog.hubspot.com/blog/tabid/6307/bid/4416/Inbound-Marketing-the-Next-Phase-of-Marketing-on-the-Web.aspx </li></ul><ul><li>Sept 2008: Why Brand Advertisers Will Be the Biggest Beneficiaries of Social Media and How You Can Participate http://mashraqi.com/2008/09/why-brand-advertisers-will-be-biggest.html (report of a talk by Michael Lazerow)‏ </li></ul>