Slowly returning to our normal routine, the privileged students that were able to attend Pivot are seeing a strong parallel between the content we are being taught in class and the hot discussions during the conference. Every day the topic of ‘conversations’, ‘engagement’ and two way marketing are reinforced but what is really being said?
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| Google's Definition of Engagement |
The word ‘conversation’ almost means nothing to the class of 2011 now but it is essential to future and current marketing. That two-way conversation, customer interaction, brand loyalty and company response is so important to what customers want and expect. The fact is it is not JUST a conversation, the key is listening! Companies need to listen to their customers, understand what the compliments and complaints are and understand how to respond to them. Every complaint on Yelp! can not result in a free meal next time, customers want real responses. If the complaint is that the service was terrible or the food was sub-par then staff and products should be assessed not brushed aside as a one time mishap.
“Engagement” is lost and over used. What is engagement?
According to the Magazine Publishers of America; “Engagement is complex because a variety of exposure and relationship factors affect engagement, making simplified rankings misleading. Typically, engagement with a medium often differs from engagement with advertising.”
So, even they don’t truly understand what engagement is, and that is what we as the future marketers of North America need to know and understand.
How do you define engagement?
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