What is engagement marketing?

This morning I was thinking about a definition of engagement marketing to put in the new community for engagement marketers we launched yesterday. 

I felt very tired (I guess because of the launch) and did the easiest  thing one can do in those circumstances: I typed ‘what is engagement marketing’ in Google.

Who showed up first? Of course: Wikipedia. Now, I kind of liked their definition and simply adapted it a bit. So here goes.

“Engagement marketing aims to engage customers and consumers. It encourages them to participate in the evolution of a brand. Rather than looking at consumers as passive receivers of messages, engagement marketers believe that consumers should be actively involved in the production and co-creation of marketing programs. Ultimately, engagement marketing attempts to connect more strongly consumers with brands by "engaging" them in a dialogue and two-way, cooperative interaction”.

Do you recognize yourself  in this? Then join me and others on www.engagementmarketing.com.

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