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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How AWS helps NASCAR delight its fans
AWS needs no introduction to readers of Technology Magazine but we rarely get an opportunity to look closely at how it serves the sports sector. All major sports draw in a huge supporter base that they want to nurture and support. Technology is the key to every major sports organization and enabling this is the driving force for AWS, says Matt Hurst, Head of Global Sports Marketing and Communications for AWS. “In sports, as in every industry, machine learning and artificial intelligence and high performance computing are helping to usher in the next wave of technical sports innovation.”
AWS approaches sports in three principal areas. “The first is unlocking data’s potential: leagues and teams hold vast amounts of data and AWS is enabling them to analyze that data at scale and make better, more informed decisions. The second is engaging and delighting fans: with AWS fans are getting deeper insights through visually compelling on-screen graphics and interactive Second Screen experiences. And the third is rapidly improving sports performance: leagues and teams are using AWS to innovate like never before.”
Among the many global brands that partner with AWS are Germany's Bundesliga, the NFL, F1, the NHL, the PGA Tour and of course NASCAR. NASCAR has worked with AWS on its digital transformation (migrating it's 18 petabyte video archive containing 70 years of historical footage to AWS), to optimize its cloud data center operations and to enable its global brand expansion. AWS Media Services powers the NASCAR Drive mobile app, delivering broadcast-quality content for more than 80 million fans worldwide. The platform, including AWS Elemental MediaLive and AWS Elemental MediaStore, helps NASCAR provide fans instant access to the driver’s view of the race track during races, augmented by audio and a continually updated leaderboard. “And NASCAR will use our flagship machine learning service Amazon SageMaker to train deep learning models to enhance metadata and video analytics.”
Using AWS artificial intelligence and machine learning, NASCAR aims to deliver even more fan experiences that they'd never have anticipated. “Just imagine a race between Dale Earnhardt Sr and Dale Jr at Talladega! There's a bright future, and we're looking forward to working with NASCAR, helping them tap into AWS technology to continue to digitally transform, innovate and create even more fan experiences.”
Just as AWS is helping NASCAR bridge that historical gap between the legacy architecture and new technology, more customers are using AWS for machine learning than any other provider. As an example, who would have thought five years ago that NFL would be using ML to predict and prevent injury to its players? Since 2017, the league has utilized AWS as its official cloud and ML provider for the NFL Next Gen Stats (NGS) platform, which provides real-time location data, speed, and acceleration for every player during every play on every inch of the field. “One of the most potentially revolutionary components of the NFL-AWS partnership,” says Matt Hurst, “is the development of the 'Digital Athlete,' a computer simulation model that can be used to replicate infinite scenarios within the game environment—including variations by position and environmental factors, emphasizing the league's commitment to player safety.”