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Engagement marketing, sometimes called "experiential marketing," "event marketing," "on-ground marketing," "live marketing," or "participation marketing," is a marketing strategy that directly engages consumers and invites and encourages consumers to participate in the evolution of a brand. 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. 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. 〔(Best Bosses ) April, 2006〕 Consumers will continue to seek and demand one-on-one, shareable interaction with a brand. 〔(What’s Next in Branding Is Ready to Go. Are You? ) February 19, 2007〕 ==Engagement== Engagement measures the extent to which a consumer has a meaningful brand experience when exposed to commercial advertising, sponsorship, television contact, or other experience. In March 2006 the Advertising Research Foundation defined Engagement as "turning on a prospect to a brand idea enhanced by the surrounding context".〔(Advertising Research Foundation Press Release on Program Engagement, March 21, 2006 )〕 The ARF has also defined the function whereby engagement impacts a brand: Engagement is complex because a variety of exposure and relationship factors affect engagement, making simplified rankings misleading. Typically, engagement with a medium often differs from engagement with advertising, according to an analysis conducted by the Magazine Publishers of America.〔("Marketers Mulling ARF Engagement Definition" )〕 Related to this notion is the term program engagement, which is the extent to which consumers recall specific content after exposure to a program and advertising. Starting in 2006 U.S. broadcast networks began guaranteeing specific levels of program engagement to large corporate advertisers.〔(Steinberg, Brian. "NBC Bets Its Viewers Pay Attention." ''The Wall Street Journal,'' online edition. )〕 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「engagement marketing」の詳細全文を読む スポンサード リンク
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