Social Media Mania

A report by Forrester proposes a new marketing metric (engagement) that includes four components: Involvement, Interaction, Intimacy, and Influence.  

The authors of the study claim that “using engagement, you get a more holistic appreciation of your customers’ actions, recognizing that value comes not just from transactions but also from actions people take to influence others. Once engagement takes hold of marketing, marketing messages will become conversations, and dollars will shift from media buying to customer understanding.” 

 The way I see it, “engagement” is the new way of defining a sophisticated loyalty and referal program using new media as platforms and marcom vehicles. It is a key component of a solid and synergetic marketing strategy. We should embrace it and learn how to maximize its potential. What is your take on this? How are you using Social Media in your marketing mix and how are you measuring its success?

This entry was posted on 4. March 2009 at 03:13 and is filed under Marketing Discussion. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response or trackback from your own site.