The chapter, “From Advertising to Engagement” by Malthouse and Calder (2018) discusses significant changes that have occurred in advertising; for instance, from the use of the traditional channels, such as broadcast, print, and outdoor, to the use of digital media. According to the authors, the traditional environment did not engage consumers in the marketing and advertising process. On the other hand, digital media and digital environments encourage consumer participation in the creation and communication of marketing content. Customers are no longer a passive recipient of content created by marketers, but active participants who evaluate the advertising content. Therefore, consumers can create their own messages and share them in the digital environment.
The reading, “Emotional Engagement in a New Marketing Communication Environment” by Chan-Olmsted and Wolter (2018) deliberates the importance of engaging consumers in the creation of media content, such as advertising. The authors introduce two critical conditions that developers of media content should consider when they engage consumers, including attention and emotion. Content creators should understand the emotional processes, which enhance consumers’ engagement processes. Advertisers should learn how customers receive and react to marketing and brand messages to effectively engage them in creating and communicating content. Therefore, such knowledge is critical in building successful customer-brand relationship even during the challenging age of advertising avoidance in using the new media.
In the article, “Consumer Engagement in the Digital Era: Its Nature, Drivers, and Outcomes,” Weitzl and Einwiller (2018) discuss the consumer-brand relationship paradigm in the context of digital media. The authors acknowledge the changes in the interactions between consumers and brand with the development of new media technologies. They further discuss the changing role of a consumer in the relationship from the passive recipient of information to a proactive participant in creating value from messages and media content. The concept of consumer engagement is important in value creation because creators understand customers’ needs in the communication process. Clients are critical participants in sharing marketing information through emerging trends such as viral marketing.
The chapter, “The Role of Social Capital in Shaping Consumer Engagement within Online Brand Communities” by Bowden, Conduit, Hollebeek, Luoma-aho and Solem (2018) discusses the changes in the way consumers interact with a brand. According to the authors, the leading cause of such changes is the emergence of social media and online brand communities. Consumers are not merely recipients of marketing information but actively participate in the creation of value and brand meaning. Consumer engagement is even more important in digital media where clients can create brand communities and keenly analyze value in the communication content. Therefore, marketers should recognize the input of consumers when crafting their brand message.
Marketing and advertising are essential aspects for businesses to communicate the message about their products and services to customers. The two concepts remain important to marketers in the modern era, while engagement adds more value to the process. In the current digital environment, businesses cannot successfully market and advertise their products and services without actively engaging the customer. The emergence of social media and other digital communication tools has made the consumer a critical element in the creation and communication of marketing information. Therefore, marketers should understand the concept of customer engagement and actively use their input in creating brand value through marketing and advertising strategies. Hence, marketers should implement necessary changes to achieve consumer engagement.
Bowden, J. L., Conduit, J., Hollebeek, L. D., Luoma-aho, V., & Solem, B. A. A. (2018). The role of social capital in shaping consumer engagement within online brand communities. In K. A. Johnston & M. Taylor (Eds.), The handbook of communication engagement (491-504). Hoboken, NJ: John Wiley & Sons, Inc.
Chan-Olmsted, S., & Wolter, L. C. (2018). Emotional engagement in a new marketing communication environment. In K. A. Johnston & M. Taylor (Eds.), The handbook of communication engagement (421-437). Hoboken, NJ: John Wiley & Sons, Inc.
Malthouse, E. C., & Calder, B. J. (2018). From advertising to engagement. In K. A. Johnston & M. Taylor (Eds.), The handbook of communication engagement (411-420). Hoboken, NJ: John Wiley & Sons, Inc.
Weitzl, W., & Einwiller, S. (2018). Consumer engagement in the digital era: Its nature, drivers, and outcomes. In K. A. Johnston & M. Taylor (Eds.), The handbook of communication engagement (453-473). Hoboken, NJ: John Wiley & Sons, Inc.