The Engagement Principles

Interrupt marketing isn’t dead. It’s just receiving fewer marketing dollars, and the trend away from traditional media channels is picking up steam — and fast.
Marketers want to engage customers, and Nike — the one-time interrupt marketing monster in the sports world — is betting on social media and engagement marketing (where brands engage with the […]

Despite the hype, Second Life’s virtual world is proving to be something of a bust for business marketers, who are finding few participants in the virtual stores.

Are corporate “loyalty” programs really effective? A recent Direct magazine article suggests the answer is “sortof. And no.”
Does engagement marketing offer any hope?
Loyalty Marketing: Still Growing — But Growing Ineffective?
Designed to drive customer retention, loyalty programs offer a premium (frequent flyer points, rewards points, etc) to keep customers connected and “loyal.” Of course, incentive-based loyalty […]

Moleskine notebooks are expensive, luxurious… and rather craftily marketed. Proclaimed the notebook used by Hemingway and Van Gogh, they’re the kind of product that attracts a cult following.
In an earlier post, I outlined the ways they brilliantly leveraged the power of engagement marketing, connecting with their readers’ values and passions.

The Moleskinerie Blog; stunning artwork, all […]

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 […]