What is Engagement Marketing?

Engagement ads have increased in popularity over the past few years. So much so, Google recently announced the open availability of AdWords engagement advertising for both desktop and mobile – in particular, lightbox ads.

However, engagement advertising is far more wide spread than AdWords. A now primary ad type on display networks, engagement ads are various banner and video displays that attract your potential customers and convince them to interact with your brand.

Engagement marketing is the basis for engagement ad types. Engagement marketing is all about building stronger relationships with customers, turning those relationships into new opportunities for business growth. The recently prominent industry focus on marketing to engage with customers represents a fundamental shift in how businesses are choosing to connect.

On a more definitive note, engagement marketing is about connecting with people on seven main levels:

  • Individual
  • Professional
  • Location
  • Continuously Over Time
  • Goal-Oriented
  • Measurable Impact
  • Digital & Real-Time

Because engagement marketing is about connecting with people, it’s critical that engagement ads are highly targeted to individuals based on what they do and where they’re located. In other words, it’s essential your engagement ads are as relevant as possible in order to reach the audience which is most likely to convert. Also, continuously communicating to and entertaining your potential customers allows for real-time engagement when its most effective, on whatever device they choose.

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