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Marketing engagement: Please define

12/21/2010

Every Web 2.0 marketing moment, you read the word engagement. As general advertising colleagues, we interpret its meaning without sharing common definition, Wikipedia included.

What does the term marketing engagement meant to you? Is it like:

  • a military engagement that sends your product or offer into battle against consumer presumptions? Or,
  • a romantic engagement that well, you get the idea of hearts, cupids and lifelong devotion? Or,
  • a social engagement that brings together select friends, family, and neighbors.

There’s something to be said for each. Still, many marketers mistakenly layer-on engagement tactically to simply enhance traditional methods.

That’s why it was refreshing to read Aaron Barr of MediaPost Marketing Daily who culled one of the best explanations of engagement from John Singh of UDraw. In describing a current campaign, Singh noted,

“It’s less about enticing a consumer to buy than it is about giving them a real reason to get involved with the product.”
— in THQ Contest Seeks To Engage UDraw Users by Aaron Barr Friday, MediaPost Marketing Daily, December 17, 2010, 5:45 PM

Singh was referring to a timely consumer-generated campaign that invites people to try out UDraw. People can enter their completed drawings in a contest, vote for their favorite drawing. The top winner gets $500 according to the article. As you can see from this video, every pixel is packed with engagement!

My job is finished — at least this blog post. Bingo! This is marketing engagement pure and simple. It’s not simply a new method of lead generation or retention. It’s one whole shift of the enchilada paradigm to an open-customer relationship.

  • If the experience of a product or event resonates with the customer’s expectations, you’re in.
    • Maybe not today,
    • Maybe not with this customer precisely,
    • But within their pod of friends, peers and potential buyers.

What’s your experience of marketing engagement?

Do you find it misapplied either by intent or misunderstanding? Please note any 2010 campaigns that deserve high marks for reaching out to consumers for the simple feel-good experience.

Please post your comments here, bookmark this article, or share with a friend.

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