Are You In Control Enough To Let Go?
Seven new approaches that will help enhance the presence of brands, increase the level of Active Engagement with customers and generate more effective results.
2000 days of Active Engagement. In 2005, MEC created the concept of Active Engagement, a new approach to building relationships between brands and their consumers.
The effectiveness of traditional communications had been in decline. Active Engagement was developed in response to a fundamental shift in the marketing universe: the rise of digital channels to challenge established media such as TV, print and outdoor. We recognized that digital would change the game by giving brands the opportunity to build deeper, richer and ultimately, more profitable relationships with consumers.
Five years on, technology, data and the digitally-enabled consumer have indeed changed the game. Innovation in how we engage with consumers is not just an add-on, it is a critical driver of business success.
In the early days when digital was the new frontier, agencies and clients alike struggled with new formats and channels. But experience gained in the early years is now paying off. The fog has lifted, the new landscape is visible and we now have repeatable models for success.
In other words, we are now in control enough to let go of the old practices.
In the book we hope to inspire change with seven new approaches that will help enhance the presence of brands, increase the level of Active Engagement with customers and generate more effective results.