The article I found is called From Advertising to Engagement by Ted Shelton. This article talks about advertising and engagement strategies. Ted talks about how engagement is the new best way to market to customers.
The article shows what formula was used for old advertising. Old advertising used a formula that included 3 steps: Interrupt, Entertain, and Inform. It also has the core goal of just increasing product sales. The Interrupt step would be breaking in to your customer’s time to make a pitch. TV commercials are a great example of this as it interrupts the show you are watching. The Entertain step is what keeps the customer intrigued, its purpose to have the stay long enough for the ad’s message. Finally the Inform step tells the customer what the message of the product is and to buy it.
This formula started to fail because consumers started to ignore the barrage of ads they seen daily because they noticed their attention was being bought. I personal agree with this because when I am watching a TV show I like and ads come up I do something else until the show comes back. This causes the formula to lose the Interrupt step or the ad got ignored because it was not Entertaining, which means they did not get Informed about the product. The only ways to get attention after that was to be a brand or spend more money to make your ad different.
Then an alternative came up that was heavily boosted with the use of the internet, engagement. Connecting, Collaborating, and Supporting are the new steps in the formula. Connecting is different from Interrupting because you are not forcing the consumer to give you attention. This would be like tell consumers to like them on Facebook if they want more updates; it is of their own will to like the page. Collaborating is the consumer and the company both getting what they want by a desired action. This can be a promotion on the Facebook page where the consumer comments on the Page’s post to enter in a contest or get a discount. The consumer gets a chance to win something and the company gets a higher reach because the comment will show up on the consumer’s wall leading to a potential higher consumer base. Supporting is creating value for the consumer but not only through your product. The company can support the consumer by answering questions posted on the Facebook page or recommending what other things their product can be used for, aka other ways to use brand X cheese.
I also think that Engagement is almost necessary today to build a large consumer base. As you can see Engagement is being heavily utilized in Social Media websites, like Facebook or Twitter. This is because of the high number of consumers in Social Media websites and the fact that companies can also get direct feedback on ad campaigns and gather marketing data. An example would be the Cookie or Creme campaign by Oreo where consumers voted on which one they liked more. This not only gave Oreo lots of buzz on Facebook but they could also use the data gather to improve on whichever one side got fewer votes.
Down below tell me what campaign do you think had a lot of engagement and why?