With so much competition and consumers increasingly attentive to various brand details, companies must always look for new ways to be relevant and meaningful. It is already known that, in most cases, the traditional means of marketing fail to meet this need.
That is exactly why the area is constantly reinventing itself. And it’s for the same reason that we have engagement marketing.
What is Engagement Marketing?
Also known as experiential marketing, the role of engagement marketing is to create experiences between brands and consumers. That means campaigns work with brand interaction that can cover a variety of techniques, including immersive experiences like augmented reality or virtual reality at trade shows, festivals, social content, digital campaigns and much more.
At its core, engagement marketing looks to bring brands to life, making them interact directly with the target audience. In order for its initiatives to achieve the expected results, the first requirement is that it invokes positive emotions.
Another requirement is that customers are connected to the company in an authentic way through experiences that build loyalty and recognition. In order for these experiences to be imprinted in the consumer’s mind, engagement marketing works with the five senses: smell, taste, touch, sight, and hearing.
Therefore, since its goal is to achieve greater engagement with the consumer beyond the senses, it also seeks to invoke emotion.
What are the benefits of engagement marketing?
The most visible benefit is that it makes your brand stand out from the crowd. A great example of this a company in Brazil called Randon. The company created a virtual reality space at their booth where visitors had the chance to interact with 10 of their new state-of-the-art semi-trailers.
Virtual Reality puts the user at the center of the action, which is another advantage of engagement marketing: instead of focusing on a product, it focuses on the experience that the user will go through.
Here are a few other benefits of engagement marketing:
- As a lot of companies nowadays advertise their work through digital marketing channels, we know that’s something we can’t get away from. However, if we only rely on posts on social networks, without trying to engage the public, there will come a time when people will stop paying attention to our brands. Engagement marketing initiatives are an answer to this, as it looks to capture the audience’s attention such as Randon Group)
- We can’t forget that in the “online” age, digital engagement is something that brands constantly seek. Although it is increasingly difficult to engage the public, actions aimed at experience are great for engaging people and brands.
- If a company creates an experience at an event, supermarket or any other location, it is very likely that the brand will gain free exposure. That’s because engagement marketing has quite a benefit: it is fully shareable.
How to create an engagement marketing campaign?
To begin with, it is essential to think outside the box. Do you want to showcase a product at an event and decided to do it on video? Great. But what are the experiences that you will give to your audience? Will you use 3D animation for example?
If you want to showcase a new product on your website, instead of just using photos, why not use an Augmented Reality experience? That’s what Apple in the United States did. If you go to the company’s website on your smartphone, you will have the chance to see the latest iPhone in augmented reality.
Likewise, events are also very suitable spaces for engagement marketing. The zip line at Rock in Rio is a great example.
Can you understand now why thinking outside the box is important in an engagement marketing campaign?
Since “thinking outside the box” is encouraged, when planning your engagement marketing initiatives, take into consideration at least one of the following:
- Perception: Which senses does the experience want to invoke?
- Feelings: How should the initiative impact the audience? The more “wow” factor it has, the more successful the experience will be.
- Action: what type of experience will the audience have? (require some type of behavior from the audience like taking a picture, trying out a product, post a comment, etc.
- Relationship: How will the audience engage with the brand?
So, are you ready for Engagement Marketing?
In its essence, engagement marketing involves the immersion of consumers. As we have seen, it is about putting them first (that is, it is focused on the customer).
To create an engagement marketing initiative, put yourself in your consumer’s shoes and imagine yourself in their place. What would get your attention? What would make them want to tell everyone about the experience?
Also, don’t forget to pay special attention to the story that your brand wants to tell when providing a certain experience. Consumers who identify with a story make stronger connections with brands and have positive emotional responses.
And lastly, don’t forget that, whatever you decide to do, it needs to have a well-defined goal before anything else.
‘Till next time!