Consumer Engagement: Crossing the barrier | Consumer Engagement - IMC milestone 1 |
Today it is harder than ever for a brand to stand out from the crowd and make its mark. But consumer engagement offers a lifeline for brands to (re-)establish relevance. Smart brands realise that brand monologues do not work, and that a dialogue is the key to interactivity. This a two stage process: first making a connection, for example finding common ground between the brand and the target, then actual customer engagement.