Open Fire: Consumer Engagement
Until today, I thought that Consumer Engagement meant more or less “giving people something to do on your website instead of just pushing your product”. Not so. Apparently, there are as many and as vague definitions of the term as of “Word of Mouth” or “Buzz Marketing”. But when you look at it, it all basically comes down to two paradigms:
The War Paradigm - Engage the customer as you would an enemy in the field. Batter them into submission with your messages. That’s called “conversion” (as in “by fire and by sword”). And
TheLove and Marriage Paradigm - Engage with you customer as if you were to begin a lifelong loving relationship. Because, in fact, you are. Or not.
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