GaterTail Engagement Marketing
Engagement marketing sometimes called “experiential marketing,” “event marketing”, “live marketing” or “participation marketing,” is a marketing strategy that directly engages consumers and invites and encourages consumers to participate in the evolution of a brand. Rather than looking at consumers as passive receivers of messages, engagement marketers believe that consumers should be actively involved in the production and co-creation of marketing programs. (See GaterTail Interactive Mobile Marketing Case Study)
Ultimately, engagement marketing attempts to connect more strongly consumers with brands by “engaging” them in a
dialogue and two-way, cooperative interaction.
For decades, consumers would simply watch a commercial or look at a print ad that advertisers produced. That’s one-way communication and doesn’t qualify as engagement, where consumers participate, share, and actually interact with a brand. The brand and the “brand experience” are directly taken to them through interactive channels of retail, digital and live events. Rather than wait for the consumer to find it, the brand takes itself directly to the consumer with campaigns that resonate on a personal level.
Transparent marketing is a strategy used to personalize the content marketed to a customer by engaging them in Web 2.0 social media technologies such as blogs, live chat and product ratings. Through these web based technologies, companies are able to provide true transparency to their company and products, good or bad. In addition, they are able to build trusting and lasting relationships with their customers.
The GaterTail Interactive Mobile Marketing trailer (also referred to as the Branded Activity Trailer “BAT Trailer”) provides for the ultimate consumer experience by combining printing, publication, out-of-home, Internet marketing, point of sale, promotional items, digital marketing, In-game In-store demonstration, and Brand Ambassador Word of Mouth into a high quality mobile trailer footprint. The GaterTail can be combined with external events to create a fully immersed transparent consumer experience or can stand alone as “the event” creating the opportunity to engage with the consumer on many levels including site, sound, touch, interactivity, brand awareness and retention. Going further the GaterTail Interactive Mobile marketing is premised upon: transparency – interactivity – immediacy – facilitation – engagement – co-creation – collaboration – experience and trust. These words define the migration from mass media to social media and are foundational in not only how information is consumed, but more importantly how that information is retained.
