Consumer engagement

Great article on Marketingfacts, this quote form Jim Nail says it all:

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:

  1. Media engagement provides a context that can facilitate this engagement.
  2. Ad engagement draws the consumer in to begin to create that personalized meaning.
  3. 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.
  4. 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!


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