Advertising to Engagement

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?

7 thoughts on “Advertising to Engagement

  1. In class we talked about how Tide was tweeting after every Super Bowl commercial relating their detergent to something from each commercial. I didn’t personally see these tweets but when the professor talked about them I thought that was a very creative idea. I think in order for ads to be successful, you do need to engage your consumer. Simply interrupting their lives will work in some cases, but not in most. Like you said above, having things like Facebook and Twitter where you can track your traffic, comments, and likes helps businesses figure out what they need to focus on more in order to get more customers.

  2. I believe engagement is extremely important. People love to feel important and wanted and when they reach out to their favorite company just to get ignored, it is not a good feeling. If companies keep up their communication with customers they are most likely to have more loyal customers. Another way they can engage their customers is by having games or contests for their company. (Ex: Lays Flavor commercial)

  3. Consumers do not want to think that you are selling to them; they want to feel as though they have sought out/happened upon a product that just happened to match their wants and needs at the time.

    The “old advertising” formula was intrusive and obnoxious – it was meant to be, you wanted to get the attention of the audience. However, once the audience became numb to the noise it was time to take a new approach.

    Not to say that this “new advertising” is sneaky, but we’re learning how to make quiet interruptions on more specific platforms. Because we’re starting to tailor to a more specific audience, it’s easier to measure engagement based on predetermined metrics. These measurements are really the best way to figure out what’s working, what isn’t, and what you can change to make your message more attractive.

  4. The old formula was going after people by interrupting what they were doing and sort of making their presence as “mandatory.” You would be watching your favorite TV show and all of the sudden it would be interrupted by an Ad so you would change the channel or be forced to sit through it. Now, advertising and marketing is evolving to the point where brands want to build a relationship with their customers and also engage with them through social media. Lately I’ve noticed that a lot of famous actors will be willing to have a “live chat” on Twitter during the TV show they’re in. In the middle of the show you’ll see a hashtag in the corner of your TV to automatically log onto Twitter with your questions or comments for that actor. I remember with the Mountain Dew ad campaign when they wanted the consumers to pick their favorite flavor, which meant engaging with they consumer base. This makes the customer feel special that they’re involved in this decision.

  5. Engagement is definitely important! Customers want to feel like they are apart of something! I know when a brand replies to me directly on twitter or through email I feel special because it seems like they actually care. I love following companies on twitter that get their users involved and offer a variety of competitions and contents. Also, I believe it is a turn off when companies don’t get involved. It makes customers feel like they don’t care and sets a gap between them. I know I’ve tweeted at several companies about my displacement of their products and not heard back. For example, dominos did a campaign a few years ago encouraging users to tweet real pictures of their food. I tweeted a picture when I received an extremely burnt sandwich that looked extremely unappealing and never got any type of response. This basically made me feel as though their entire campaign was a joke and defeated the entire purpose of it. I honestly haven’t ordered from them since because I felt as though they were lying to me. It’s important you engage your customers but also respond to them as well when they do participate.

  6. Engagement is definitely important! Customers want to feel like they are apart of something! I know when a brand replies to me directly on twitter or through email I feel special because it seems like they actually care. I love following companies on twitter that get their users involved and offer a variety of competitions and contents. Also, I believe it is a turn off when companies don’t get involved. It makes customers feel like they don’t care and sets a gap between them. I know I’ve tweeted at several companies about my displacement of their products and not heard back. For example, dominos did a campaign a few years ago encouraging users to tweet real pictures of their food. I tweeted a picture when I received an extremely burnt sandwich that looked extremely unappealing and never got any type of response. This basically made me feel as though their entire campaign was a joke and defeated the entire purpose of it. I honestly haven’t ordered from them since because I felt as though they were lying to me. It’s important you engage your customers but also respond to them as well when they do participate.

  7. This article brings up a really good point. With the ability now to seamlessly switch media outlets in an instant, consumers are less likely to spend the time between commercial breaks focused on the ads being forced through the tube.

    I think marketers as a whole need to become more versed in the art of maintaining connections with the consumers at a more instantaneous rate. This two-way path of communication and interaction is needed to get the consumer to pay attention to your ad and not that funny snapchat thread they are posing for.

    A good example of this has been Mountain Dew’s contest to choose the new flavor (i.e. Mountain Dew Voltage). Contests and discounts are great ways for marketers to get into the engagement strategy. I’m excited yet cautious to see what the future holds for advertisements. While I think the quality of engagement ads will increase, I wonder how much these will take away from people’s free time. I can imagine an ad that turns out to be more of a game and people becoming obsessed with it.

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