It is funny how nobody talks anymore about “engagement” of the audience, how that happens (through content) and then association of a brand with the content creates a “transfer of the good association or engagement” to the brand or product itself. In discussions with a very smart friend of mine, canadian, head of the largest TV shopping channel over there, I found several points of discussion.
The Retail Council of Canada, is conducting their annual symposium and going through all the key note conferences, the only I could find that is relevant was this one:
Why Local Matters
Peter Kvarnstrom, Vice President, Glacier Media Group
The presenter will review just how community newspaper publishers engage their readers by delivering highly relevant, compelling and unduplicated content. The resulting high level of reader engagement is leveraged on behalf of all advertisers by providing this highly conducive environment to deliver their message within.
That is the essence of “engagement”.
Last, I found it funny that no marketeers talk these days about the old concept of GRP’s or TGRP’s. Now that media convergence is a reality, shouldnt we go back to the concept that the media doesnt matter, it is how you “get” to a person with your brand and how many times, disregard of the what was the specific media?
Marketeers need to go back to the basics.
WE step away from the measurement and the concept that ONE person needs to hear a message through different channels, same message, different iterations according to each media, and for each product or service the number of times is what becomes very, very important. For marketing to convince me to modify my consumption pattern needs to be able to deliver me the same message for a number of times, during a limited period of time.