Engagement Marketing as described in 2003

Today, I have been mostly thinking about a workshop for a client and I went back into the SMLXL vaults and pulled out a presentation. If any one wants the charts, please get in touch with me. So here is some thinking about Engagement Marketing

The economic landscape around media cost-efficiencies is in flux

The escalation of property and sponsorship costs are mounting

The trifecta that is the fragmentation and proliferation of media, and the consolidation in media ownership – soon to be followed by a wholesale unbundling.

The erosion of mass markets

The empowerment of consumers who now have an unrivaled ability to edit and avoid advertising and to shift day parts

A consumer trend toward mass customization and personalization

And the emergence of an experience-based economy, where cultural production is more important than physical production – cultural production is where the traditional world of marketing communications meets the world of content.

Our shared challenge isn't just in overcoming the creative and economic tensions that are an inherent part of this convergence of content and commerce... it's about creating more value for the consumer – as a way of creating more value for our business and shareholders.

Our recent history has been deeply affected by the increased speed of technological development plus the convergence and proliferation of the audio-visual, mobile, IT, and personal computing industries, increased internet and bandwidth penetration, and media choice. These developments have impacted businesses and the marketing community.

As a result of these developments, business itself is faced with a tougher job when innovation and flexibility are the markers for competition.

We are operating in a different landscape. One of multiple stakeholders:
- Business
- Media: audio-visual, mobile, web, press, live space, retail etc.
- Populations
- Communities
- Diverse cultures
- Passion audiences

Who are all connected, via their mobile phone & or their PC.

Engagement Marketing at its most ambitious can respond to any combination of these. It can be a driver to greater revenues, and valuable customer experience. It is not exploitative and focuses on a co-creation principle. Engagement marketing develops solutions that solve your marketing problems - from brand saliency right through to promotional and sales efficiency.

It does this by creating new types of multi-media content (or ‘properties’) through which your brand can engage its audiences - and thus deliver its commercial messages more effectively.

These properties might include creating your own TV programme, building innovative new web or mobile applications, or even developing a live 'bricks and mortar' solution for your brand (and probably a combination of a number of these.)

Creating your own multi-media property is capable of addressing your marketing objectives more effectively than conventional 'interruptive' advertising - delivering potentially bigger results, with wider commercial benefits, and at a fraction of the cost of tv advertising.

And it is not only the marketer that needs to rethink the rules.

With the proliferation of media, good content is in short supply. Broadcasters/media owners and distributors are desperate for great rating shows.

All media distribution want “engaging stories” that will draw in audiences.

They also need to rethink the Co-creation principle.

If the 21st Century was about Interruption – The the 21st Century will be about Engagement

Engaging properties will bring audiences, create IP, and generate multiple revenues.

We need Trans-media and Cross-platform branding and marketing communications intitiatives

We need to embed the 4E’s into what we do in marketing and media
An opportunity to: Engage your customers
To Experience the product or service
And Enhance your company/customer relationship
more Emotionally than traditional advertising.

Engagement Marketing reaches right back to 1903 and the creation of the Tour de France
1). Was designed by L’Equipe to increase revenues for its newspapers across France in 1903
2). It has since grown into one of the worlds great sporting events
3). L’Equipe is one of the very few sports newspapers published on a daily basis

The Tour by numbers today
Course: 22 teams, 198 riders, 350 accompanying people, 15 members of the
College of Stewards
Media: 1,200 accredited journalists, 1,000 technicians or chauffeurs, 370 press titles
or agencies, 70 local or national radio stations, 15 million spectators lining the roads,
2 billion TV contacts, 75 channels broadcasting the race (21 live), 170 broadcasting
countries, 2,400 hours of TV programming

The Requirement of clients
1). A genuine commitment to a very different type of marketing advice and logic
2). Ability/insight to integrate business and communication objectives
3). The potential to develop strategy before any creative development
4). Clients prepared to commit to a lead strategy developer - NOT ADVERTISING
5). Understanding of the drivers/potential within the media market
6). Existing structures neglect the mutual potential
7). Need for Social Marketing Intelligence

What are the benefits of engagement marketing?
1). Solution-driven, not format-driven
2). Increased marketing productivity and cost efficiency
3). Increased accountability
4). Scaleability
5. Engage a ’disillusioned’, over sold to, media saturated population

Today there is no leisure — brands are what people ‘do’. – Companies today have no choice but to engage.

Comments

[Leigh]

Oh charts would have been great. Have you tried using slideshare.net?

[Alan Moore]

That is a very good suggestion Leigh

Thank you, tell me can I embed slide share into the CDB blog as a post?

Kind regards

Alan

[Tax Foreclosures]

E marketing have changed the way one used to market the products and services , today the processes are much easy , accurate and quick in term of efficient results and profits .

[ノースフェイス]

グランビルアイランドのゴールドフロアに韓国の民主主義人民共和国に北朝鮮最高人民会議の常任委員会はさらに、伝統的な朝鮮·中国友好と友好関係を強化し、さらなる対外経済関係の発展を拡大するために経済特区 "判決"を指定するグランビルアイランド（Granville Island）経済特区開発計画の承認、金床の決断を下した "と経済を開発するために外国投資を誘致するため、他のポートや産業分野で積極的になるようにこの機会を利用。

[グッチ]

阿部さんは「亡くなった父から『拡幅するかもしれない』と聞いていたが、なぜ今なのか。拡幅されれば、別の場所で仮店舗を探さなければならない」と嘆く。同商店街によると、商店街の約２０店舗のうち、約８割が営業再開にこぎ着けたが、阿部さんと同じ事情を抱えているという。