The word engagement in the Merriam-Webster dictionary means notes: an arrangement to meet or be present at a specified time and place. However, this word in digital and virtual spaces notes strategic, resourceful content to engage people and create meaningful interactions over time [Marketo]. This meaning has become a mission of every corporation, nonprofit, association, and individual. But what work does it take to engage and navigate through a space that the identity of an audience/consumer profile could be true or false?
In dealing with engagement, the shy nature of companies to ask psychographic questions seems to be a scary thing. Over my 15 years of teaching professional development to event planners and event marketers, this is the one thing that is placed on the back burner until COVID-19 hit our world. The question continues to come…”How can we engage more?” Now the good digital marketing strategist has taken advantage of this for a while, genuinely understanding the platforms we all love and hate. These are built on social interaction, driven by behavior and psychographic profiling – now making up algorithms.
Engagement isn’t easy. But it has to be thought about whether in-person or in the digital space. With our computers being in our face almost 14 hours a day now, we become fatigued, and we want excitement. We want to interact with human beings that we have something or anything in common with. In 2021, the call for networking, socializing and engaging is the demand, or consumers/customers don’t want to attend. No talking to or using non-visual PowerPoint presentations with a lot of “clicking to the next slide.” Attendees want to have input, some laughter, and activities based on their social activities – age-appropriate – don’t run to try every gamification that is trending, please.
The bottom line is get to know who your attendees, members, stakeholders and sponsors are. The only way to do this is to ask, so you can engage with their needs in mind. How are you engaging with your audience?
Article: What is engagement marketing?