May 31st, 2010 
admin Q: “Jack, please help me understand ‘engagement marketing‘ – I’ve been told it’s a great opportunity for small business.”
A: You’re right on! The Internet has proven itself a force to be reckoned with! It has changed consumer habits and caused a communications revolution, worldwide. Value is created when people connect via participative platforms created around a common goal – to be entertained or informed, to create, or to make money. As a result new terms are appearing in our marketing lexicon, engagement marketing is one of them.
Advertising is changing its context at “warp speed.” The shift is from advertising’s traditional mode to one which is permission based. Within the traditional mode a consumer may watch a commercial or look at a print ad. That’s a one-way communication. There’s no participation, sharing, or interaction between the customer and the advertiser.
Engagement marketing is emerging as a new and powerful tool. It attempts to create a meaningful connection with consumers by “engaging” them in a dialogue, a two-way cooperative interaction.
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