Engagement Marketing: The Communications Pro Of The Future - Part 3

DIGITAL INFLUENCE MAPPING PROJECT — The word “engagement” has been overused as we all try to find a vocabulary to describe a shift towards a more participatory role with customers. As brands we are either facilitating customer-to-customer participation or jumping in ourselves to take part when that makes sense. Engagement means an openness and directness, as well as, involved. But what about “marketing?” Isn’t that the other side of the house? Isn’t that what they do over there? Not anymore. Communications pros must be able to plan and execute programs that depend upon the interrelation of many disciplines and certainly those we clump into the marketing and communications buckets...