Post on 10-May-2015
description
Hello, Engagement!
by @tobiaswacker
Hello Engagement! by @tobiaswacker
All about planning
Some thoughts on engagement and its strategic implications
Engagement seems to be one salvation for challenges marketers face, at least for the
moment. Engagement is much bigger as we believe, and a marketing term which deserves
the hype and buzz it enjoys.
However, just to ’engage’ is not enough. We need to know more, to systematise
the process.
All about planning
The engagement ecosystem
Interaction
Empowerment
Social media
Sharing
Crowd sourcing
Swarm intelligence
…
All about planning
Old school: 4 P’s of Marketing, Communication strategy
P P P P Product Promotion Placement Price
[ [ [ Communication strategy
Which messages should be communicated in which
style to whom via which channels with which objectives?
All about planning
New school: 4 E’s of Marketing, Engagement strategy
E E E E Experience Evangelism Everyplace Exchange
[ [ [ Engagement strategy
Which topics and subjects should be discussed and exchanged
with which cultural groups with which objectives?
Source: http://www.ogilvy.com/On-Our-Minds/Articles/the_4E_-are_in.aspx
All about planning
New school COMPLEMENTS old school
The recent shift in marketing theory is fundamental. 4Ps, introduced in the 60ies
of last century, are complemented by the 4E’s, especially in the digital world.
All about planning
Engagement strategy Communication strategy
Brand strategy
A B
Bringing a brand from A to B. Defining WHAT the brand is/should stand for.
Defining HOW the brand will brought from A to B.
[
@tobiaswacker