It's All About Human Nature

Human nature is the driving force behind engagement marketing and the ways in which brands communicate effectively with their target audience. We are social animals; we believe in and have more passion for the things we have real involvement with.

This fundamental human truth coupled with the obvious developments in media and technology has empowered people and created an expectation around participation. What we are not saying is that communication has to be 100% co-generated; people still want to be inspired by brands that stand for something and have a clear vision, but if we understand and engage with human nature and behaviour, we can tap into the consumer more effectively.

Live experiences can, if executed well, provide the most responsive and immersive communications forum for a brand, facilitating meaningful conversations and demonstrating that the brand not only talks the talk, but walks it as well. By tapping into consumer behaviour, we can then establish effective brand behaviour and observe how both work together for a successful campaign.

People love to share experiences, and therefore word of mouth plays a huge part in improving the effectiveness of engagement marketing. If people are willing to share the experience with their friends, then you’ve doubled your reach with no further investment. People will use Facebook and Twitter to spread the word about what they’ve seen or done, and they become crucial to expanding the lifespan of the campaign. To have prior knowledge that people will react this way can work to your advantage if you give them the right channels, and ensure that you respond to their dialogue as much as you can.