PlusOne - Musings of a marketer

The notion of market engagement is something I have been quietly pushing here over the past few months. It is about creative ways of getting the audience to engage with your product or Brand. Engagement brings with it association which ultimately raises familiarity and trust which is reflected in sales.

For advertisers, implementing consumer engagement in advertising can be straightforward.

For instance, the ad could be an invitation to get people involved in designing a new product, making suggestions for product improvement etc. Easy to do via web and an ideal way to leverage off the community involvement that is the success of most web 2.0 site and transfer it to the advertisers needs.

So whiile the company gains important input on consumer wants, free ideas and ultimately a user derived product, they also can gain important demographic and other information through subtle onsite informatin gathering techniques…ideal for reverse marketing and communication with their marketplace.

The quote below is from an article that says advertising on web 2.0 is shrinking, mainly due to traditional banner style ads being used. This is were market involvement can make all the difference.

Web Liquid | thinking:returns » More Advertising 2.0 than Web 2.0
First, social media is based on the actions and perceptions of the community as opposed to its individual members. This establishes a new relationship between advertisers and users. The old model for marketing and media was one of persuasion and isolating consumers. The new model is highly interactive and communal.

Second, the advertising revenue model is no longer tied to the ‘page paradigm’ (number of pages viewed or searches consumed) but the degree of user interaction. This is causing media owners to grapple with the challenge of monetizing their sites, as their ad sales teams and rate cards do are no longer relevant in the social media environment.

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