And I went through my usual explanations. And I was reminded, so many people now think that Amazon is a good example of engagement marketing. No. Amazon is a GREAT example of interactive marketing, and a FANTASTIC example of data mining of consumer behavior. But it is not engagement marketing. Engagement is when the target of the marketing efforts, is invited to personally get involved in co-creating the marketing experience, for him or herself. Not for the benefit of others.
So, Amazon is interactive advertising. They get us involved on the site. They ask us to post our reviews. That gives NO benefit to me, or the benefit I gain out of Amazon. It ONLY benefits any other buyer of books etc on Amazon, my ratings. And I can get the full benefit of all the ratings on Amazon without ever posting my own review.
Yes, it is interactive, no it is not engagement marketing. Now, Amazon does make magnificent recomendations to me. That it does with its data mining engine. That is not engagement marketing, that is diata mining. They learn more about me based on my interactions on the site - what pages I view, what I buy, and based on that they make clever and very accurate offers for me. But that was done with me passive. I never told them how I want them to communicate with me, the engine works on analyzing my behavior. Amazon does not engage me in a UNIQUE dialogue. Yes, they created a unique profile, but not a unique dialogue. That is the difference.
What is engagement marketing - L'Oreal asks a girl which supermodel she likes, and then ADJUSTS the dialogue from that point on, that all communciations of make-up pictures, feature that fave supermodel. Then asks what is the fave color, and gives that supermodel only in the colors preferred, etc. Asks who is the fave rock music band, and offers the girl a chance to win tickets to see the band live. That is engagement marketing, a whole order of magnitude more deep involvement - where the target of marketing communications becomes actively involved - to 'co-create' the marketing experience. I don't mean to make ads for L'Oreal with a cameraphone - that would be 'user-generated advertising'. I mean co-create - meaning, that the advertiser had previously desgined an engagement marketing dialogue 'script' with all possible outcomes and options. If she says Kate Moss, then show this picture, etc...
This is engagement marketing. Engagement Marketing is the first new advertising format to capitalize on mobile phones, and works tremendously well on MMS picture messaging, and was pretty much invented where picture messaging was invented (and the world's most advanced mobile advertising market) - Japan..Amazon is brilliant interactive advertising and data mining, but it is not engagement marketing..