Engagement marketing

Marketing
Key concepts
Promotional content
Promotional media
Research

Engagement marketing (sometimes called experiential marketing, brand activation, on-ground marketing, live marketing, participation marketing, loyalty marketing, or special events) is a marketing strategy that directly engages consumers and invites and encourages them to participate in the evolution of a brand or a brand experience. Rather than looking at consumers as passive receivers of messages, engagement marketers believe that consumers should be actively involved in the production and co-creation of marketing programs, developing a relationship with the brand.[1]

Consumer engagement is when a brand and a consumer connect. According to Brad Nierenberg, experiential marketing is the live, one-on-one interactions that allow consumers to create connections with brands.[2] Consumers will continue to seek and demand one-on-one, shareable interaction with a brand.[3]

  1. ^ Cerf, Moran (January 23, 2017). "A ticket for your thoughts: method for predicting content recall and sales using neural similarity of moviegoers". Journal of Consumer Research. 44 (1): 160–181. doi:10.1093/jcr/ucw083.
  2. ^ Watson, Ashley (2005-04-26). "Best Bosses".
  3. ^ Nierenberg, Brad (2007-02-19). "What's Next in Branding Is Ready to Go. Are You?". Washington Business Journal. American City Business Journals.