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Curious to see how the changes to Apple\’s API will affect the functionality of my mobile app. View this post on Novus

Engagement Marketing vs. Experiential Marketing

I was thinking a lot about this yesterday, and wondering at the difference between “engagement marketing” and “experiential marketing”.

As I often do, when all else fails, I went literal.

By the definitions:

1. Engagement (noun) a : the act of engaging : the state of being engaged b : emotional involvement or commitment

2. Experiential (adjective) a : based on direct observation of or participation in events as a basis of knowledge b : having been affected by or gained knowledge through direct observation or participation

The difference? Emotion, I think. One can experience something without having a profound emotional reaction, but to be engaged is to be emotionally involved. As marketers, that is what we are always striving for, right?

So it would seem to me that while you can invest heavily in Experiential Marketing and still fail to engage, if you invest heavily in Engagement Marketing, you will always create an experience.

Of course, I double-checked with Wikipedia, just to be sure. To my surprise – Wikipedia indicates that they’re generally accepted to be the same thing:

Engagement marketing, sometimes called “experiential marketing,” “event 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.

Certainly, the two are inter-related, and if you gone so far as to ask the question, you’re probably moving int he right direction. As for me, I’m going to focus on engagement.

Just my two cents.

PS – I should probably note that Engagement Marketing™ is a registered trademark of Constant Contact, who just happens to be a partner in my latest endeavor (but that really is kind of a coincidence).

Sage advice from a 5 year-old

So I found myself on kid duty today and it was a trying day. Jess came down with a bug and I had to fumble through all of the things that she usually does so seamlessly.

By dinnertime the kids were firmly in the driver’s seat and my patience was wearing thin. About the third time Jayden (3) “accidentally” stabbed his sister (5) with his fork while trying “to make it fly” I got fed up.

“Do it again,” I threatened, “and I will spank you.”

He immediately did it again.

I followed through with an obligatory swat to the hiney. He looked at me – hurt emotionally, if not physically – and asked me to kiss it.

“No, I said,” sternly, “you were naughty.”

I could see the corners of his mouth turn down involuntarily, his eyes begin to well up, but I held my ground. There would be no sympathy for the offender.

“Oh, dad,” piped up Jordyn, “just forgive him.”

“What?” I responded. “What do you mean?”

“JUST FORGIVE HIM,” she answered exasperatedly.

“I’m not sure what you mean, Jordyn,” I said, “I need him to stop being naughty.”

“Oh… well,” she replied, “I’m not sure what ‘Just forgive him’ means, but…”

She search for the right words, finally offering, “Just love him.”

And that I understood. In fact, it was the best advice I’ve had all week.

Of course, I can’t let my son stab his sister with a fork. But, I can take a step back, realize that I’ve had a long, tiring day, and remember that he’s not really trying to hurt his sister (yet, anyway). He’s just trying to establish some boundaries and assert his right to prod anything within arm’s reach and see what happens. In other words, he’s a good kid; he just happens to be three.

And if my five year old daughter can recognize this – and the fact that I’m parenting as much or more out of frustration than out of love – then I certainly should be able to also.

Thanks, Jordyn. You’re a wise little girl.

- Dad

PS – God bless my wife, and thank God she feels better today.