For years the brands have chased consumers and tried everything and anything to engage us. Every kind of metrics for measuring methods of engagement have been developed and deployed all to justify the expense and effort behind these engagement initiatives, advertising.
In the old days every trick of the trade was used to capture eyeballs and attention to get us to provide user information, email addressed and to create an emotional response aimed at a transaction.
In the end we did in fact engage but only to be disappointed by the experience and sales hype that followed. Over promised and under delivered. We took to blocking telemarketing calls, banner ads and spam email and now we have Tivo which enables us to skip ads on Television. Then we began to engage with each other.
New Rules of Engagement
- You Have My Attention, Now What
- How Do You Attract People
- What Is Your Affinity
- Do You Have An Audience?
Now if your a brand and understand “how” to leverage the four elements discussed above the question then becomes “What Action Do You Want From Me?”
An action is the result of previous stimuli. Our mind and emotions are designed to react, or take an action, based on stimuli. Whether it be stimuli from other people or things we “act” or respond in different ways to different things and different people. When given a question most people act with a response. When “engaged” with people most people engage in conversations as an action stimulated by others conversations. Over time we learn from patterns of behavior by others and ourselves what the expected “actions” are and how we “act” in response to others actions. When we don’t like our own or others actions we either avoid those situtations or we try an change our own reactions to actions of others.
Marketers, We Have Learned to Change Our Actions !
Consumers, empower by the social web, are no longer prone to predictable reactions by marketing hype or calls to action. On the ohter hand the growth of social media demonstrates the power of action in the form of conversations. Millions are watching these conversations and the subsequent actions are “engaging in the technology and the conversations”. No wonder that most people trust the opinion or recmmendation from people rather than brands. People are not engaging and taking different actions that previous anticipated or expected.
Most brands have tried everything to get us to engage with the anticipated action being a transaction, a sale. Now the brands must learn to effectively change thier own actions by understanding the four elements previously discussed if they want to create an environment that cultivates “actions” in the form of a transaction.
Don’t believe me? Look at Zappo’s. They create transactional action not from selling shoes but from delivering outstanding service whether your a customer or not. In other words they get attention, attraction, affinity and audience from service. The natural action from those whom engage with Zappo’s is to act on a transaction. Get it?
What say you?