Module 4 Opening Brand Engagement

Consumer Choice and

Brand Engagement

Module 4 DTC Perspectives Conference-October 2008

Ellen Hoenig Carlson

What does it take to engage consumers?

©2008 Advance MarketWoRx. All rights reserved.

What does engagement look like?

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“Engagement is the level of involvement, interaction, intimacy, and influence an individual has with a brand over time.” Forester Research

©2008 Advance MarketWoRx. All rights reserved.

“Brand Engagement: the process of forming an attachment (emotional and rational) between a person and a brand.

What makes brand engagement so complex is that it is partly created by institutions and organizations, but is equally created by the perceptions, attitudes, beliefs and behaviors of those with whom these institutions and organizations are communicating or engaging.” Wikipedia

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Personalization; Relevance

2-way Dialogue; Conversation

Community and Peers

Authenticity and Trust

Achieving Brand Engagement

Authenticity and Trust

Consumers Feel Understood Personalization;

Relevant Content

2-way Dialogue; Conversation

Community and Peers

Authenticity and Trust

©2008 Advance MarketWoRx. All rights reserved.