ENGAGEMENT MARKETING Meaning and
Definition
-
Engagement marketing is a strategy that aims to create meaningful and interactive experiences with customers in order to build long-term relationships and increase brand loyalty. It involves actively involving customers in marketing efforts and encouraging them to actively participate and engage with the brand.
At its core, engagement marketing focuses on fostering a two-way dialogue with customers, where brands listen to their needs and preferences, respond to their feedback, and create opportunities for them to feel personally connected to the brand. This approach goes beyond traditional advertising and promotion, which primarily aim to deliver a message or sell a product. Instead, engagement marketing seeks to establish emotional connections with customers, making them feel valued and involved in the brand's activities.
This marketing strategy employs various techniques, including social media campaigns, interactive content, gamification, experiential events, surveys, contests, and personalized communications. By leveraging these methods, brands can encourage customers to share their experiences, provide feedback, and actively participate in brand-related conversations. This engagement leads to a deeper understanding of customer preferences, which can then be used to tailor marketing strategies and create more personalized experiences.
Engagement marketing is especially relevant in today's digital age where customers are bombarded with advertising messages and have grown increasingly skeptical of traditional marketing techniques. By adopting an engagement-focused approach, brands are better positioned to capture and maintain customers' attention, build trust, and differentiate themselves from competitors.
Etymology of ENGAGEMENT MARKETING
The term "engagement marketing" is a combination of two words: "engagement" and "marketing".
1. "Engagement" is derived from the Middle French word "engagement", which means a pledge or a promise. It comes from the verb "engager", which refers to making a promise or becoming involved in an activity. This can be traced back to the Old French word "gager", meaning "to stake" or "to wager". The concept of "engagement" in marketing refers to the level of involvement and interaction between a brand and its target audience.
2. "Marketing" is derived from the Latin word "mercatus", which means "a market". Over time, the term evolved and developed from the Old French word "marche", meaning "a marketplace". It refers to the activities and processes used to promote, sell, and distribute goods or services to target customers.
