Consumer engagement nog onbegrepen terrein

13 oktober 2006, 07:03

Op de Advertising Week in New York sprak vrijwel iedereen over ‘consumer engagement’. En daaruit kwam volgens Jim Nail goed naar voren dat nog vrijwel niemand begrijpt waar dit nu eigenlijk over gáát. Maar tja, dat komt natuurlijk doordat die Amerikanen hun ‘engagement’ theorie zó‘n brede definitie hebben gegeven, dat je ‘t zelfs straffeloos op een dronken badeend zou kunnen plakken.

Jim herkende vier verschillende invullingen van de term engagement:

  1. Media engagement: Media die hun consument als melkkoe gebruiken.
  2. Ad engagement: Bannerbouwers die elke klik ineens ‘engagement’ noemen.
  3. Engagement Marketing: Marketeers die hun AIDA model als ‘engagement’ uitleggen.
  4. Brand engagement: Het brandgagement wat ik hier definiëerde.

En daarvan zijn in elk geval de eerste drie natuurlijk heel erg ‘inside-out’.

Dit, en ARF’s Chief Research Officer Joe Plummer’s opmerking dat “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!

Carl Mangold
Video Advertising & Content Producer bij Carl Mangold

Carl Mangold produceert video advertising en -content voor online marketing, van concept tot en met oplevering. Én realiseert en optimaliseert het bereik ervan, op basis van in overleg gedefinieerde KPI's. “People around the world are now watching hours of Youtube’s incredible content every single day!” (Cristos Goodrow, Youtube) “We move towards a world where video is at the heart of all our services” (Mark Zuckerberg, 27 juli 2016) “Video is where all of media is headed right now. There is no more valuable piece of property or entity then video in the world of media at all.” (Casey Neistat, 6 sept. 2016)


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