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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.
The media engagement framework provides a strategic planning construct in which measurements and metrics play a crucial role. Applying the media engagement framework aids in the development and management of an effective online marketing presence leveraging social media to engage a market or audience. [6]
Marketing activation is the execution of the marketing mix as part of the marketing process. The activation phase typically comes after the planning phase during which managers plan their marketing activities and is followed by a feedback phase in which results are evaluated with marketing analytics.
Customer engagement marketing is necessitated by a combination of social, technological and market developments. Companies attempt to create an engaging dialogue with target consumers and stimulate their engagement with the given brand. Although this must take place both on and off-line, the internet is considered the primary method.
This can eventually be translated into buying behavior, or voting and donating behavior in a political context. New online marketing concepts of engagement and loyalty have emerged which aim to build customer participation and brand reputation. [24] Engagement in social media for the purpose of a social media strategy is divided into two parts.
In marketing, brand management begins with an analysis on how a brand is currently perceived in the market, proceeds to planning how the brand should be perceived if it is to achieve its objectives and continues with ensuring that the brand is perceived as planned and secures its objectives.
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Immersion marketing or immersive marketing succeeds engagement marketing, the difference being a huge emphasis on enveloping consumers in the brand. [1] Therefore, Shar Van Boskirk of Forrester Research characterizes it as "a cohesive and all-encompassing experience across any channel where the customer is."