With experience from past projects and points taken from Joseph Jaffe's new book, Join the Conversation, I've broken down the marketing opportunities within conversational media into the following:
- Low Engagement: Advertise in the Conversation (Banner Ads)
- Medium Engagement: Catalyze the Conversation (Sponsorships, Product Pages, Contests)
- High Engagement: Start the Conversation (Community-Extended Content, Community-Created Content)
Conversations are brilliantly more complex than this. This breakdown, however, should make a good starting point for new marketers who have just begun to experiment with social media as well as to encourage current marketers to see the engagement benefits of thinking outside-the-banner.
For campaigns with the right resources and timing, an integrated plan might include low engagement banners advertising a medium engagement point-of-influence which prompts a high engagement response.
0 comments:
Post a Comment