The Search for Engagement

Browse any word of mouth or CGM article these days and you will inevitably come across the term engagement. “Engagement” has quickly become a buzzword in the CGM industry, yet there is no standard definition. No common understanding of what constitutes engaging the consumer. Given the ambiguity of the term, how do marketers cut through the noise and reach consumers?

Listening
It starts with listening. In much the same way that sitting on the beach and listening to the ocean can be rewarding, so to is listening to your consumers. If marketers take the time and effort to actively listen to consumers, they can gain new insights and a deeper understanding of consumer behavior that will enable them to be more authentic in their marketing messages.

Targeting
Blog sites or social networks represent good targeting environments for advertisers with relevant messages. The trick here, and this is where most marketers fail, is to develop a style that sounds less like ad copy and more like a conversation. The tone must be authentic. In these targeted, consumer-led environments, you need to speak plainly, and admit your mistakes.

Engagement
This is the step where creative comes to the forefront. Are there ads that consumers would actually choose to view and spend time with, and even possibly share with their friends? It doesn't matter what the medium is, advertisers should be striving to create messages that "attract" rather than "distract" individuals. It's an alien concept to most traditional marketers, but making ads that people want to see is the new standard.