| INVOLVEMENT
Involve Me!News Article Written By: iQuantum
If you have ever been
on Facebook, you may have noticed some of the advertisements. Somehow, they are
always within the interest of the profile owner, but they are rarely interesting
enough to facilitate anything more than acknowledgement. These advertisements
offer the viewer nothing. There is no involvement or online
participation, yet they are operating within the social networking space - a
paradox if there ever was one.
On the other foot, Arctic
Monkeys' rise to fame can be attributed primarily to MySpace. While not in the
same league as Facebook, MySpace allowed the band to release its music, promote
itself, and connect intimately with fans. It shot to fame, becoming one of the
most popular underground cult bands of the decade. All without the aid of a
record label.
The marketing world is
still abuzz with this success story. How did they do it?
Put simply, it's not
about the networking sites or even the music. It's about getting the fans
involved and encouraging the online participation. Arctic Monkeys let
their fans download their music, burn it and distribute it. It was their choice,
and in this case they chose to spread the good word.
Consumers are similarly
demanding some level of involvement or interactivity with the business or brand.
The internet by default is an interactive medium, and if consumers are moving
online in droves, it logically follows that they are searching for some level of
interactivity. They want online participation, and if you don't offer it,
they will find another means of obtaining it, which unfortunately may not always
be in your favour.
Sounds overwhelming? Fear
not. Online participation and involvement strategies need not always be
as free-reigning as that of Arctic Monkeys, or as expensive as McDonald's 'Name
It Burger' campaign that was aimed at encouraging consumer participation. The
key is to offer a level of interactivity that the consumer finds desirable.
The articles in this
section address consumer interaction and involvement, strategies for maximising
functional online participation, and harnessing the potential of online
communities, to help you become the Arctic Monkeys of your industry. |
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