Just earlier this week, I met a fascinating entrepreneur building a desk that you can love — because it helps you to stand more, and optimizes for your health and thriving (while you do work). He’s one of the designers of the iPod and iPad so he wants that kind of design thinking into your [...]
Tag Archives | Engagement.
Okay, I admit it. I give a shit about people. And so do you. Sometimes you think you really only care about outcomes like stock prices and liquidity moves, and exit strategies and all that. But you also know that if you engage people early, you’ll get that elusive thing of “buy-in” in such [...]
We all want to be new school and know that the latest top hit song (via iTunes) is a song called SOS by Jonas Brothers. I had to look that up. Because what I pay attention to the most are things I already love. While I’d like to be super hip, the songs that run through my head are more like “The Way We Were” if I’m feeling melancholy, “Sweet Home Alabama” if I feel good, or Madonna’s “Like a Virgin” if I feel, ya know, sassy.
What does this have to do with marketing, you ask?
There’s a difference between being involved and being committed. To be an athlete you must be committed.
The central goal of online marketing isn’t awareness, it’s engagement. And the five key tools to produce engagement are affinity, personality, community, co-creation, and advocacy. Engagement at the broadest level is getting the customer involved with your company, with your products and often, with your people. You want your customers to get to know your organization, its values and services. When customers like what they see and experience, the relationship deepens and it leads to affinity. Thus what was once a distant relationship becomes personal. Another way to same thing perhaps is to say that “Personality replaces traditional brand marketing”