The 5 principles of engagement marketing: engage people everywhere they are
This week, Business Review USA is featuring the five principles of engagement marketing based on the e-book by Marketo, which “[helps] marketers master the art and science of digital marketing.” Principle one is to engage people as individuals. Number two is to engage people based on what they do. Number three is engage people continuously over time. Number four is to engage people directed towards an outcome.
Principle 4: Engage people everywhere they are
As you may have noticed, there are now two universes we inhabit. There is reality, the space before the Digital Age and there is virtual reality, or cyberspace, the space created by the advent of the internet. Just as in “reality,” where humanity created channels of interaction: home, work, the public bus, the movie theater, the mall, church, the park and so forth and people traversed through all of these spaces seamlessly and business learned to capitalize on these spaces to deliver our messages, humanity has created numerous channels in virtual reality. These channels include email, websites, Instagram, laptops, tablets and so forth. Humanity travels seamlessly between reality and virtual reality, inhabiting each compartment within those realities as easily as water itself flows across space. The moral of this story is not new and can be summed up with the phrase, “don’t put all your eggs in one basket,” or for that matter, two, three, four of those baskets. Instead, have an egg—your marketing message and call to action—in every basket.
“Marketing is no longer about being ‘multi-channel’, [eggs in a lot of baskets]; it’s about being omni channel, [an egg in each basket],” asserts Marketo.
As an engagement marketer, however, having an egg in each basket is only one third of your assignment. The second third is to offer a call to action—principle four—and the last third is to unify your message to keep the customer engaged.
“If you start a conversation with a customer on one channel, you should continue that conversation when she navigates to another. If, for example, she watches a video on your Facebook page, you wouldn’t want to show her the same video on your website,” advises Marketo.
This article concludes Business Review USA’s series on the five principles of engagement marketing. We hope that these summaries have helped inform your assessment of engagement marketing and its relevance to your enterprise.
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Microsoft: Building a secure foundation to drive 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.”