Brand engagement marketing
Author: yinkaolaito
Yinka Olaito is happy,excited and passionate Brand Communication, Social Media expert, Trainer and speaker. Yinka Olaito helps brands(Profits and Non-profits)with effective communication and positioning for premium service delivery and returns.Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage consulting and African Child Right Inc.Lagos Nigeria
As the battle ground begins to shift from traditional mainstream mass media to digital media, the fierceness of the battle will soon be felt more on the cyberspace because customers now have a say. It is wise for brands to develop a strategy on how to play the game according to the rule. I must admit as I commented on a forum recently that in our environment here, the battle is more pronounced in the mass media broadcast advertisement than in the digital media. But soon, as we have in advanced countries, the scope of the marketing channel will change for good.
Brand engagement marketing will become the answer to the above. It will create avenues, privileges, rights to enhance marketing effectiveness to a new elevated level. Brand engagement marketing will mop up the merits in online social phenomenon available through dialogues, forums, blogs, vblogging, podcast, YouTube. This requires adequate training and know-how though.
As a form of digression, I want to point out that the re-branding of Nigeria project can annex this opportunity. There are a whole lot of opportunities to gain here. Brand marketers who are not versed in this new phenomenon will not be able to offer much value to the brand. I do think every employee should be brand’s marketer at a various degree. A guru has noted ‘a brand has two major functions: innovation and marketing- every other activity is cost’. For Brands- personal, corporate, service, product, national- to be successful brand engagement marketing should be the backbone of the brand’s savvy marketing activities. This is because brand engagement marketing permits the marketers to establish a virile, vibrant brand and create loyal users, fans with upward revenue drive for ROI on marketing.
In a recent research publication by Silverpop, they define “Engagement Marketing” as ‘a marketing approach which -is in contrast to traditional brand and direct marketing strategies- allows a brand customers and prospects to shape the company’s marketing…this start when someone takes an action and initiates a dialogue in requesting information about the brand’.
The foundation as I want to believe is brand’s internal brands, personal brands and by extension visuals like websites, emails, product packaging which through their activities affect point of contacts perception. My submission is that brand engagement begins with every internal brand though the responsibilities may be heavier on marketing, brand management, corporate communication department.
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