Engagement[edit]
Engagement measures the extent to which a consumer has a meaningful brand experience when exposed to commercial advertising, sponsorship, television contact, or other experience. In March 2006 the Advertising Research Foundation (ARF) defined Engagement as "turning on a prospect to a brand idea enhanced by the surrounding context".[14]
According to a study by Jack Morton Worldwide, 11 out of 14 consumers reported preferring to learn about new products and services by experiencing them personally or hearing about them from an acquaintance.[15] Meanwhile, a report by The Event Marketing Institute and Mosaic found that 74% of consumers say that engaging with branded event marketing experiences makes them more likely to buy the products being promoted.[16]
Engagement is complex because a variety of exposure and relationship factors affect engagement, making simplified rankings misleading.[17] Typically, engagement with a medium often differs from engagement with advertising, according to an analysis conducted by the Magazine Publishers of America.
Related to this notion is the term program engagement, which is the extent to which consumers recall specific content after exposure to a program and advertising. Starting in 2006 U.S. broadcast networks began guaranteeing specific levels of program engagement to large corporate advertisers.[18]
Multi-dimensional communication[edit]
Keith Ferrazzi wrote in 2009 that Information Age was transitioning into what he termed the Relationship Age, "in which emotion, empathy, and cooperation are critical success traits" and where "technology and human interaction are intersecting and trust, conversation, and collaboration are top of mind and top of agenda".[19]
In 2006, researchers from market research company Gallup identified two-dimensional (two-way) communication where consumers participate, share, and interact with a brand as a creator of the engagement crucial to business and personal success.[20]
Two-dimensional (2D) communication and engagement is where "both giver and receiver are listening to each other, interacting, learning and growing from the process".[21]
Three-dimensional engagement ("3DE")[22] has "not only length and width, but depth, where both giver and receiver connect to a higher power and are changed in the experience. Not just a conversation, but connection to a purpose that transforms all in the process."[23]
Early examples of successful engagement marketing campaigns[edit]
PROMO magazine has credited Gary M. Reynolds, founder of GMR Marketing, with being the pioneer in the practice of engagement marketing. It has cited Reynolds' formation of the Miller Band Network in 1979 as the seminal engagement marketing moment.
Another example of engagement marketing is seen in the marketing strategy of Jones Soda. At the company's website, regular customers are allowed to send in photos that will then be printed on bottles of the soda. These photos can be put on a small order of custom-made soda, or, if the photos are interesting enough, they can be put into production and used as labels for a whole production run.[27] This strategy is effective at getting customers to co-create the product, and engaging customers with the brand.
It could be argued that the Macys Thanksgiving Day parade is a type of experiential marketing, as the viewer is invited to experience floats and entertainment tied to specific brands (and Macy's itself).
Another example of engagement marketing is seen in the marketing strategy of Jaihind Collection Pune for their paraplegic fashion Show.[28]
In the 21st century, engagement marketing has taken a new turn with the advent of different technologies. The effect of smartphones, touchscreens and virtual reality has become prominent. Examples of such engagement marketing can be found online. Though technological advancement made such campaigns possible, innovative ideas remain as important as ever.