Transcript Slide 1 - Marketing in Direct

Motivation to
engage
Engagement marketing is a marketing strategy that directly
engages consumers and invites and encourages consumers
to participate in the evolution of a brand.
Rather than looking at consumers as passive receivers of
messages, engagement marketers believe that consumers
should be actively involved in the production and co-creation
of marketing programs,
developing a relationship with the brand.
engagement
motivation
ease
form
what’s first?
form?
engagement idea?
‘PRIZES’!!
you had me at...
!
the Romanian definition
of engagement
Engagement marketing in Romania is a marketing strategy
that directly engages consumers and invites and encourages
consumers
to participate in the evolution of
brand’s Facebook page number of LIKES.
Marketers in Romania believe that consumers can only be
actively involved by offering them prizes in order for them
to ‘ENGAGE’,
considering they developed a relationship with
the brand.
what’s first?
motivation.
what MOTIVATES
people to REALLY
engage?
fight for a cause
be part of a story
(really) challenge
utility
just for FUN
fight for a
cause
just for fun
part of a
story
motivational
drivers
personal
utility
challenge
1 question
is the brand credible
to do it?
is the brand credible
to do it?
to be continued...
the EASE episode