Brief 6 Design context Engagement Advertising

Another interesting article written by Paul Dunnay in Forbes...maybe I should subscribe?

Engagement Advertising

Basically it is how technology has opened up encouraging audience participation. Consumers can connect with Brands when they want and by engaging them in conversations and empowering them to create their own content, the authenticity and relevance of the message can be drastically increased.

An interview with Alan Moore on Engagement Marketing

'Engagement Marketing is premised upon: transparency – interactivity – immediacy – facilitation – engagement – co-creation – collaboration – experience and trust these words define the migration form mass media to social media.
 The explosion of: My space, YouTube, Second Life and other MMORPG’s, Citizen Journalism, Wicki’s and Swicki’s, TV formats like Pop Idol, or Jamies School Dinners, Blogs, Social search, The Guinness visitor centre in Dublin or the Eden project in Cornwall UK, mobile games like Super stable or Twins, or, new business platforms like Spreadsheet.com all demonstrate a new socio-economic model, where engagement sits at the epicentre.

Engagement Marketing is about connecting large or small communities with engaging content to a commercial or social agenda. Rather than boiling everything down to a unique selling proposition, Engagement Marketing creates bigger ideas that emotionally engage its audience, who have a desire to participate.

If the 20th Century was about managing efficiencies, then the 21st Century will be about managing experiences.

The aim of these efforts, says Burberry chief creative officer Christopher Bailey, is to bring its online brand environment, Burberry.com, "to life in a physical space for the first time."