MarTech Podcast ™ // Marketing + Technology = Business Growth
How Consumer Engagement Is Evolving
Nov 8, 2024
Scott Donaton, CMO at Versus, an entertainment and tech company, shares insights on the dynamic nature of consumer engagement. He discusses how AI enhances audience interactions and transforms passive viewing into interactive experiences. Scott highlights the shift in the media industry towards building deeper relationships and loyalty through gamified content. He also illustrates creative strategies brands are using to connect authentically with consumers, paving the way for innovative marketing in the digital age.
14:48
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Quick takeaways
- Brands are increasingly gamifying content to transform consumer interactions from passive to interactive, enhancing engagement and loyalty.
- Successful consumer engagement relies on authentic brand integration into consumers' lives, aligning marketing strategies with audience values and preferences.
Deep dives
The Shift from Acquisition to Engagement
Consumer engagement has emerged as the new priority for businesses, particularly in media and entertainment. As companies transitioned from single revenue streams to include advertising, the importance of retaining consumers and fostering loyalty became clear. This shift was catalyzed by market pressures, such as Netflix's decline in subscribers, which highlighted the unsustainable nature of audience acquisition at any cost. Understanding that profitable relationships with consumers hinge on engagement rather than mere acquisition allows businesses to focus on creating more meaningful experiences.
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