May 19, 2020

The 5 principles of engagement marketing: engage people based on what they do

Engagement marketing
Tomas H. Lucero
2 min
The 5 principles of engagement marketing: engage people based on what they do

Yesterday, Business Review USA introduced the five principles of engagement marketing according to Marketo—an organization whose mission is “helping marketers master the art and science of digital marketing”—in their e-book.

According to Marketo, “engagement marketing is about creating meaningful interactions with people, based on who they are and what they do, continuously over time. It’s marketing that engages people towards a goal, wherever they are, and it’s marketing that is backed by both creative vision and hard data. Finally, it’s marketing that allows you to move quickly, shortening the time between idea and outcome, so that you can create more—and better targeted—programs.”

Principle 2: Engage people based on what they do

Demographics can tell you what a customer might be interested in. Behaviors go a step further. They tell you what the customer is actually interested in. An engagement marketing platform bases communications around behaviors. It is now possible to target individuals based on how they actually behave.

“To engage on this level,” Marketo states in their e-book, “you need technology that can continually collect and compile rich data, and then target your buyers based on that data.” This can be done efficiently by “marketing assets—emails, landing pages, forms, segmentations and workflows—easy to replicate and implement.”

Marketo discusses engagement marketing in health care to illustrate their approach. In health care, marketers drive loyalty and generate referral business by building strong patient relationships. Health care marketers try to build these relationships by reaching their patients and delivering educational materials. However, the wide array of medical histories and present-day health issues that patients face makes it difficult to address patients’ needs and concerns individually.

Using an engagement marketing platform, the healthcare provider could listen and respond to behaviors.

“If, for example,” starts Marketo in their e-book, “a patient has been reading up on heart disease on the health care provider’s website, indicated a history of diabetes in an online survey, or clicked a link within an email about breast cancer screenings…the provider would be triggered to send the patient more information about those conditions.  Rather than mass educating their entire patient base, or [studying their demographics], the provider would be basing their communications on the individual—and what they do—to provide timely, relevant communication.

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Jun 18, 2021

Microsoft: Building a secure foundation to drive NASCAR

3 min
Racing fans can expect the ultimate virtual experience as a result of the partnership with Microsoft and NASCAR

Microsoft is a key partner of The National Association for Stock Car Auto Racing (NASCAR) and together they are driving ahead to create an inclusive and immersive new fan experience (FX).

These long-term partners have not only navigated the challenges posed by the COVID-19 pandemic with the use of Microsoft Teams and Microsoft 365, but are now looking to a future packed with virtual events to enhance the FX, well beyond NASCAR’S famous Daytona racetrack. 

“Together, we've created a secure environment that's allowed for collaboration, but the future is all about the fans”, said Melinda Cook, General Manager for Microsoft South USA Commercial Business, who cited a culture of transparency, passion, adaptiveness, and a growth mindset as to why this alignment is so successful.”

“We've partnered to create a fluid, immersive experience for the users that is supported by a secure foundation with Microsoft in the background. We are focused on empowering and enabling customers and businesses, like NASCAR, to reach their full potential. We do this with our cloud platform which provides data insights and security.”

“Our cloud environment allows NASCAR to move forward with their digital transformation journey while we are in the background,” said Cook who highlights that Microsoft is helping NASCAR

  • Empower employees productivity and collaboration
  • Improve fan engagement and experience
  • Improve environment security and IT productivity
  • Improve racing operations


Microsoft Teams, which is part of the Microsoft 365 suite, enabled employees to work remotely, while staying productive, during the pandemic. “This allowed people to provide the same level of productivity with the use of video conference and instant messaging to collaborate on documents. Increased automation also allows the pit crews, IT, and the business to focus on safety, racing operations, and on the fan experience,” said Cook.

“We have started to innovate to create a more inclusive fanbase, this includes using Xbox to give people the experience of being a virtual racer or even leveraging some of the tools in Microsoft Teams to have a virtual ride along experience.”

“These environments are how we create a more inclusive and immersive experience for the fans. We're working on a virtual fan wall which allows people from new locations to participate in these events,” said Cook, who pointed out Microsoft was also helping bring legacy experiences alive from NASCAR’s archives. 

“At Microsoft we can take it one level further by letting fans know what it's like to see the pit crew experience, the data and all the behind-the-scenes action. We will continue to improve automation with machine learning and artificial intelligence, from marketing to IT operations to finance to racing operations,” said Cook.

Christine Stoffel-Moffett, Vice President of Enterprise Technology at NASCAR, said: “Microsoft is one of our key partners. They have been instrumental in helping the NASCAR enterprise technology team re-architect our Microsoft systems to ensure an advanced level of security across our environment, contribute to our business outcomes, and focus on fan experience.”

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