7 Reasons why ENGAGEMENT MARKETING

is good for Brands

Tej AroraSmartCrowds Software

http://brandadda.comhttp://smartcrowds.com

The Roundtable for Consumers & Brands

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Why Engagement Marketing?

Separate presentation done on the “what” of Engagement Marketing

This one is about the “why is it good for me” question from Brands

But quickly, Why is it important in the first place?

− Consumer is king/queen

− The internet makes them God

The voice of influence Co-creator, Co-designer, Co-producer, Co-inventor

− One-way Marketing messages that treat Consumers as passive are passe

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1. A perennial source of ideas on what consumers would really like from the Brand

Expand your pool of creativity & innovation beyond your company’s borders

You have thousands, if not millions, thinking for you

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2. An instantly available focus group you can reach out to help with your decision-making

Handy, quick decision-support

So many decisions to make, so little time!

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3. A way to measure and optimize your ad campaigns in traditional media

All you have to do is ask

Optimize the gazillions you spend on advertisement without a clear understanding of its impact and effectiveness

Pre-testing, Post-testing, Campaign Ideation

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4. A great audience to help you with Product Testing before launch

This is an audience that cares about your Brand!

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5. A highly impactful PR channel

When your involvement is trust-generating, you don’t just have a PR team anymore, you have an army!!

Impact extends to the offline world too!

Common worry: “What if it is negative vibes?“

− Wouldn’t you rather be there to address the reasons for the negative vibes and tackle the problem before it becomes a crisis?

− Imagine the positive goodwill you will gain when you deal with it head-on and turn the tide

− Will the problem go away if you hide or suppress it? (lookup “Streisand Effect”)

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6. A sound way to nurture leads for your products & services

When you’re there to listen, talk, and share, you become a very personable brand.

Your Brand gains the aura of the human touch

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7. A great way to share useful and fun content with consumers

Here's an audience you know something about, an audience that is loyal to you

Many things that can be shared

− photos or video clips of your Brand Ambassador

− how-to video

− free downloads of entertaining / useful / informative content

− promotions & offers

“Brands & Religion activate the same area of the brain” Martin Lindstrom, author of Buyology

Brands should make Engagement Marketing

be a part of

any Marketing Mix!!

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Some reference material... May 2009: 7 Attributes of Engagement Marketing

http://smartcrowds.com/blog/2009/05/11/7-attributes-of-engagement-marketing/

May 2009: 7 Reasons why Engagement Marketing is good for Brandshttp://smartcrowds.com/blog/2009/05/11/7-reasons-why-engagement-marketing-is-good-for-brands/

Apr 2009: The best social media marketinghttp://www.zeusjones.com/blog/2009/the-best-social-media-marketing/

Apr 2009: Lever's CMO Throws Down the Social-Media Gauntlethttp://adage.com/digital/article?article_id=135943

Mar 2009: Social Media ROIhttp://zygote.egg-co.com/social-media-roi/

Nov 2008: Inbound Marketing & the Next Phase of Marketing on the Webhttp://blog.hubspot.com/blog/tabid/6307/bid/4416/Inbound-Marketing-the-Next-Phase-of-Marketing-on-the-Web.aspx

Sept 2008: Why Brand Advertisers Will Be the Biggest Beneficiaries of Social Media and How You Can Participatehttp://mashraqi.com/2008/09/why-brand-advertisers-will-be-biggest.html (report of a talk by Michael Lazerow)