Consumer Engagement... What does it really mean?

Consumer engagement all too often is defined as "a means to a sale". But that is not what engagement is all about. Think about the steps in a successful, committed relationship.

1. Dating: All fun, mostly chemical with no ties, commitments or loyalty.
2. Boyfriend/Girlfriend: The decision to be exclusive. This decision usually stems from the belief that there is the potential for something more, that the partner has special qualities not easily found elsewhere. There is a commitment here, but the potential to find something better is still a real possibility.
3. Engagement: Showing a willingness to commit exclusively to one partner for a lifetime. This requires trust and a feeling of equal participation in the future of the relationship.
4. Marriage: The binding commitment to one partner for life.

I know that the divorce rate is very high, but focusing on getting to the point of engagement is the key as there are very few things that are truly permanent in this world.

To truly engage with any product or person there must be trust; trust that the reward is greater than the risk and trust that there is the ability to have an active role in the future of the relationship. Trust comes down to the person or brand; if you can't deliver, don't make the promise. If you can deliver, engage the consumer in the vision. Make them part of the decision making process and they will be a part of the process, rather than just a potential customer.

Viral marketing stems from consumer engagement. People share what they are most interested in; themselves. Allow your brand to become part of a desire to interact, enhance social status, improve health, etc... and you will find consumers sharing your message as if it were their own.

Facebook, the iPhone.. all of these are but mere channels to reach consumers. So the next time you think about how many different ways you can spam potential customers STOP! step back and ask, what message would I share willingly with my friends and family?