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Engagement Strategies

Engagement Strategies

In the age of IMC, it is essential for marketers to think creatively about what they are trying to accomplish with target customers through the campaign. Beyond just “pushing” a product through channel partners or “pulling” a customer in through advertising and awareness-building, marketers should consider how the campaign will draw attention, make an impact, and invite target audiences to take action amidst a crowded marketplace. Exposure alone is no longer sufficient to create brand equity and loyalty; interaction is now the name of the game.

Marketers today have many different avenues for creating engagement opportunities focused on making a desired impact in the mind–and behavior–of the customer. By thinking through campaign objectives at this level, marketers can better pinpoint not only a winning strategy for the campaign, but also the types of IMC tactics and tools to help them deliver the desired results. For example:

Campaign StrategyWell-suited IMC Tactics, Tools
InteractSocial media, events, guerrilla marketing efforts
EngageWord-of-mouth recommendations, viral sharing, social media
EmbraceBrand community, social media, events, sales promotions, viral sharing
InfluencePublic relations, thought leadership activities, personal selling
ConvinceCase studies, testimonials, comparisons, free trials, samples
EducateAdvertising, thought leadership activities, public relations, website and other content marketing
InspireTestimonials, guerrilla marketing, events, advertising, case studies
NurtureEmail marketing, content marketing, personal selling
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