Within the last day or so, I’ve seen a new theme pop up: Engagement is not enough. The concept itself is not new, but it seems to be getting a second wind.
David Armano (@armano) argues that Brands at the top of their game will become media. Steve Goldner (@socialsteve) puts forth the claim that brands need to step beyond engagement and turn “power users” into advocates.
Nothing to disagree with on either point, but I’ll add a thought. It involves what every brand needs to ask consumers.
I recently participated in a panel discussion on digital marketing at the 2012 NBPRS Conference, and the speakers were asked for their thoughts on what brands need to do to ensure that they are moving in the right direction for 2013.
From my point of view, brands need to ask consumers to move in with them. They need to offer a set of keys. Through social and digital media, brands need to engage consumers in a way that makes them want brands to have a solid place in their lives.
Consumers are increasingly becoming more attached to digital channels and devices, and we can already see that this group is becoming more routinized in their ways – frequenting the same sites, following and engaging with certain brands on Instagram, funneling their news and entertainment through the same key filters.
No need to wait til 2013 to start planning. Think about how you can encourage consumers to live with you, to make your brand a consistent part of their everyday lives. Start today.
