Description:

CBITs Seminar Series: Mohan Sawhney "Engaging Users in a Digitally Connected World"

McCormick Foundation Chair of Technology

 Clinical Professor of Marketing

Director of the Center for Research in Technology & Innovation

Digital and social media channels are powerful new channels for firms to connect and engage with their customers and stakeholders.  However, engagement marketing requires a different mindset, a different approach and different tactics than traditional “exposure marketing”.  In engagement marketing, firms need to think about the Return on Engagement for customers – the value they provide to customers in the engagement.  Firms also need to lead with useful content and services, instead of leading with promotional messages.  In this session, we will explore consumer trends in the digitally connected world.  We will discuss the principles of engagement marketing and how to create a content-led engagement strategy.  We will discuss how to execute engagement marketing programs and we will also learn best practices from a wide range of companies who are leading the charge in engagement marketing.