The buzzword today is engagement and not sales, well that’s a little surprising but yes it’s true.
A brand which is directing all its efforts just to grab attention of its target audience via social networks and mobile mediums are looking to engage their audience through any possible medium.
Why this has become so important and crucial is because the attention span is decreasing of the most beloved target segment “13-25 yrs” they are consuming more and more of digital mediums as compared to traditional mediums and the primary objective of a digital marketer has become “Engaging their fan base”
How this works is simple to decode, the facebook page already carried traffic, that means people are following and consuming the updates that the brand is doing on a daily basis, this leaves the brand to put in their communication messages in between at no extra cost, e.g. a week back fastrack announced that it has hit one million fans and it just did a post on facebook that today it is flat 50 per cent off on selected stores at your city.
And believe me I went to the fastrack store to purchase a watch and there were already hundreds of people standing, on asking how did they got to know all said they saw a post on facebook.
This cuts down huge marketing budgets, otherwise if fastrack had to take the traditional medium route it would have ended up burning millions of rupees by giving print and TV commercials announcing 1 million fans.
Brands use a variety of tools to engage there target audience like contests, competitions, freebies and discount vouchers, the secondary objective than becomes what we call as “brand encounter”
Brand encounter in one line if I could define is the first encounter or interaction of the brand with their potential consumer.
So if you were thinking engagement word is only used in Indian weddings, think again that is one word every marketer is thinking day and night.
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