Engagement Marketing or bust

June 29th, 2005

I had dinner at the bigblog company HQ last night.
Adriana is not only in possession of a fine mind but also a great cook!
Once again my plan of retiring to bed at a reasonable hour went out the window as we got stuck into a pretty intensive conversation about blogs, the internet, marketing communications, engagement etc.
Adriana took me through a presentation she had just made and I thought her precision was fabulously precise.
I would like to quote Adriana from one of her slides
Two Directions

Two trends in marketing

1). Using new technology and tools to make the message louder and harder to escape
2). Starting a genuine interaction/dialogue between companies and customers
1). Interruption – louder, bigger, more expensive
Banner ads and visuals; Metrics and surveys
Spyware/adware – Based on statistics published by the Internet Advertising Bureau, spyware could represent almost 25 percent of the entire online advertising industry. "We can hope that the advertising industry will provide some help in trying to root out the truly malicious forms of spyware, but as long as there is an attractive return on investment on this activity for some people, this isn't going to stop anytime soon.

2). Engagement more difficult and innovative
Conversations and two-way exchange
Interaction and feedback loop
Authenticity and credibility
Emergent message and brand

"As technology increasingly enables fine targeting and interaction between marketer and consumer, the old measurement and deployment standards are primitive almost to the point of absurdity." Bob Garfield. The Chaos scenario. AdAge 2005

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