A consumer may see an ad, recall it, and even repeat the key benefit, but until they undertake this process, or “co-create” the meaning, they haven’t truly engaged and it is unlikely to impact their behavior.”, bracht Jim tot de volgende conclusies:
- Media engagement provides a context that can facilitate this engagement.
- Ad engagement draws the consumer in to begin to create that personalized meaning.
- Engagement marketing reactivates the associations and symbols at a time when the consumer is ready to move from the emotional, subconscious form of engagement to an active form.
- Brand engagement results when the individual ads, messages and experiences blend into a seamless whole that drives preference, word-of-mouth recommendation, and other loyalty behaviors.
Integrated marketing assumes that each element of the marketing mix has a particular role and that the whole is greater than the sum of the parts. Consumer engagement may be to the marketing mix what gravity is to the physical world: the unseen force that keeps it all together!