Engagement Marketing goes mainstream

You know when Engagement Marketing has gone mainstream when Del Monte gets in on the act

Del Monte is hoping to capitalize on social networking as a marketing tool, to help the company get closer to its customers and create the kind of products consumers want.

As social networking’s popularity has exploded in recent years, sites such as MySpace and Facebook have been transformed from unfamiliar names into cultural icons—representing a potential goldmine for marketers. But behind all the hoopla about the promise of Web 2.0 technologies lies an important fact: Few major companies have learned to use social networking to achieve any substantial business gains.

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To that end, the company has introduced two initiatives designed to tap into the power of social networking, and it will soon introduce a third. “I Love My Dog” offers a community where canine owners can interact and share ideas, and “Moms Online Community” lets mothers exchange ideas and information. Both initiatives help Del Monte glean insights into market psychology and put its finger on the pulse of emerging trends.

“Social networking tools help us get much closer to consumers,” Wdowiak explains. “We’re able to identify the most pressing issues for customers and understand topical matters that factor into buying decisions. We’re also able to explore concepts, including the development of new products. The technology allows us to pinpoint ideas in a much more thorough and accurate way.”

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