Engagement Marketing
Class Slides: Engagement Marketing
These class notes refer to this paper, which I first wrote in 2006, and then updated in 2009: Engagement Marketing Revisited: How to Embrace the New Social Media Tools
- Summary of Engagement Marketing
- Three concentric circles: based on importance to customer (mindshare), and content generated: if not dollars spent
- Inner circle: shrinking. More fragmented, more targeted. Consumers more distracted
- Outer circle: expanding with consumers’ increasing use of social media (Free Marketing) Proliferation of communication nodes that are strengthening. Authentic. Earned Media. Increased ubiquity with mobile
- Middle circle: expanding with businesses increasing investment in social media channels. Content Marketing. Transparent. Owned Media.
- Free Marketing – What is it?
- Free: Freedom of Speech
- Free: Price
- Earned media — content from peers, those in your networks
- Earned media — sites like Yelp, Amazon
- Feedback is immediate and public
- Accessible to customers and businesses (market research) alike
- Less control: Three Long-Held Concepts Every Marketer Should Rethink:
- Branding (more brand content from customers)
- Loyalty (more information available to make informed decisions)
- Positioning
- Media Dollars
- Less to traditional media
- More to digital media
- AND: Owned and Earned media (Free Marketing)
- Stimulate Free Marketing
- Content Marketing Strategy (for engagement, not just consumption)
- Versus traditional interruption model
- Consumers more distratced (second screen), content marketing trumps interruptions
- Tighten and expand relationship with the brand, not direct selling
- Great product — stimulate positive word of mouth
- Evolution of the Communications Model
- Command and Control
- Co-ownership of brand with consumers
- Choices
- To engage
- To stimulate free marketing
- Content Marketing Program
- Stimulate User-Generated Content
- Listen
- Ignore (outer circle remains, regardless)