For decades, consumers would simply watch a commercial or look at a print ad that advertisers produced. That one-way communication makes return on marketing investment hard to measure and has created a bombardment of advertising to which hardly anyone pays much attention to (hence the death of much of the print media industry). It is much better to have a strategy where consumers participate, share, and interact with your organization. Your brand can be “experienced” directly by consumers through the interactive channels of retail, digital and live events. Rather than wait for the consumer to find it, the engagement marketing strategy takes your brand to the consumer with campaigns that resonate on a personal level.
With today’s technologies engagement marketing allows consumers to personalize the content marketed to them by interactions in social media technologies such as blogs, live chat and product ratings. Through these web based technologies, brands are able to provide true transparency to their company and products, good or bad. In addition, they are able to build trusting and lasting relationships with their customers. Simply stated, this engagement drives demands for your organization’s products/services.