Consumer Engagement

The advertising world is all abuzz over the idea of "consumer engagement." At a recent conference of the Association of National Advertisers, CEOs from Proctor and Gamble to HP to Walmart were talking about the "new" trend in advertising -- specifically ceding control to the customers. Many leading marketers were discussing the fact that consumers gravitate toward brands that make them feel empowered.

In other words, brands that engage them in the process of deciding how they will use the product.

Why are they gravitating towards these kinds of products and services? Because, as I have said time and time again, consumers, especially tech-savvy consumers raised on a range of interactive devices and content, EXPECT to engage. They are seeking and specifically choosing products that allow them to decide the what, who, when, where and how of the products use.

For more information on the consumer engagement idea, check out the post at:

http://publications.mediapost.com/?fuseaction=Articles.showArticle&art_aid=49540

This approach is becoming mainstream enough that advertisers are seeking ways to measure "level of engagement." More information about the consumer "engagement" metric can be found at http://www.clickz.com/showPage.html?page=3522616