The Engagement Principles

I tend to focus on engaging via passions and values, and fun is a passion shared by almost all of us. That’s why this post on Communities Dominate Brands (the grandaddy blog of engagement marketing) caught my eye.
He points his readers towards a new “Free Paris” online game by MyNuMo.com

From me, this is brilliant marketing [...]

Everyone knows that sinking feeling; you return from a vacation only to find several bazillion e-mails clogging your inbox, or an RRS reader so jammed it would take a dozen of you to clear it before your next vacation.
As related by Debbie Weil in the Guardian, Fred Wilson handled the situation the same way many [...]

Is the Home Page dead? Are businesses wasting their time building (and optimizing) them? And are engagement marketing media like blogs about to become the center of the corporate Web site?
That’s the question posed by Matt Ambrose of the Copywriter’s Crucible, which led to my asking a similar question on my Copywriter Underground writer’s blog, [...]

Thanks to the Copywriter’s Crucible for alerting us to this one — a short video created by Microsoft Digital Advertising Solution (of all people). It satirizes the master/slave relationship many advertisers still wish existed.
It’s time to engage, baby. Coupons are not enough…

http://www.youtube.com/watch?v=RZDXfB0Rd4Q

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Blogs have exploded on the media scene because they’re easy, they’re affordable, they’re instant, and they allow for a level of connection (two-content flow) that most other media simply don’t.
Of course, blogs are capable of doing great things, but for the marketer, they’re also potential vehicles of doom.
Sure, mention the blogging hall of shame and [...]

In my last post, I wondered aloud if “Engagement Writers” weren’t about to become a critical subset of the copywriter species.
Matt Ambrose at the Copywriter’s Crucible posted in much the same vein (and it’s worth reading even though I won’t cover most of his post here).
Of interest was how he ended his post:

The Tamar report [...]

Over the last three decades, copywriting has increasingly become an “outsourced” function.
When an organization needs the occasional ad, an annual brochure, a few press releases, and some Web site copy, outsourcing makes sense.
Today, I’m seeing the reverse trend.
Too Many Channels. Too Few Words.
Organizations have many, many media channels to fill. Blogs, e-newsletters, e-mail, forums [...]

Where do ad and PR Agencies fit in the age of engagement?
Don’t ask — most don’t seem to know. This story from the Black Star Rising blog (the blog of the Black Star photo agency) reveals the changes faced by ad agencies, and how their traditional business model is under pressure:
The advertising community is [...]

I’ve profiled a handful of book blogs here on the Engagement Principles; it’s a fascinating market where “brand loyalty” (assuming the author is the brand) is often breathtakingly strong.
The market is fertile ground for engagement marketing, which is the goodreads site came to my attention.
It’s a book-oriented social networking site, and while the social networking [...]

Second Life continues to get a great deal of online buzz — and a lot of attention from corporate marketing departments afraid of missing the boat – but a German marketing agency found that most Second Life Users weren’t impressed.

From the odd-but-informative folks at Collateral Damage: 
The German marketing research agency Komjuniti surveyed 200 Second Life users and [...]