Engage Your Target Audience

Many people will think marketing is simple. Too often in B2B2C marketing,the sales force and executive (along with others) will say something along these lines: “Just explain how great our products are and people will buy them.”

This “build it and they will come” attitude only happens in the movies — and back when Baby Boomers were the primary decision makers. Baby Boomers appreciated the details and research.

Today’s mobile world of smart phones, overnight delivery, drive-thru dinners and on-demand entertainment means the new majority of Generation X decision makers prefer answers in an instant. GenX isn’t patient to set up a grid of pros and cons then weigh the results. Shortcuts are required.

Reaching an audience with any branding effort requires the three steps:

Because the target audience is usually one step removed in B2B2C, excitement is vital (as explored in “Excite Your Target Audience”  and “How to Excite a Target Audience”).

Sometimes generating excitement and engaging can occur close together — even at the same moments. For example, serving up an ad that causes someone to click to watch a video. The ad causes the “excitement” followed by the click as a form of “engagement.”

Good engagement is ongoing. It doesn’t happen once. It’s a constant process that continues to pull a customer or potential customer closer and closer.

The next few pieces, I’ll explore effective ways to excite and engage.

Published by

Michael Cheek

With more than 20 years of communication experience, Michael Cheek offers solid marketing expertise, especially in the digital frontier. He currently resides in Georgia but he's open to relocate anywhere the opportunities take him. Learn more at http://MichaelCheek.com. You can follow him on Twitter at http://Twitter.com/MichaelCheek and see more about his professional experience at http://LinkedIn.com/in/MichaelCheek. Reach him via e-mail at mcheek@gmail.com.

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