Engagement marketing

Engagement marketing (sometimes called experiential marketing, brand activation, on-ground marketing, live marketing, participation marketing, loyalty marketing, or special events) is a marketing strategy that directly engages consumers and invites and encourages them to participate in the evolution of a brand or a brand experience. Rather than looking at consumers as passive receivers of messages, engagement marketers believe that consumers should be actively involved in the production and co-creation of marketing programs, developing a relationship with the brand.^[1]

Consumer engagement is when a brand and a consumer connect. According to Brad Nierenberg, experiential marketing is the live, one-on-one interactions that allow consumers to create connections with brands.^[2] Consumers will continue to seek and demand one-on-one, shareable interaction with a brand.^[3]