Audience behavior is changing, and that means brands and properties must do the same. Audiences are “always connected,” digitally-enabled, socially in-tune and mobile-powered. Customers are smarter, more tech savvy, and are able to make a brand connection in more ways than ever and most importantly whenever they want to make that connection. 
 

Therefore, you need to think in a non-linear, multi-channel fashion.

The playing field has changed and brands and properties need to realize this very quickly. AUDIENCES want an EXPERIENCE. The goal of any strategy is to establish a connection in such a way that the consumer responds to a product communication based on both emotional and rational response levels.

Appealing to a variety of senses, an engagement strategy seeks to tap into that special place within consumers that has to do with inspiring thoughts about comfort and pleasure, as well as inspiring a sense of practicality.  By understanding what the consumer is likely to think and feel, it is possible to get an idea of how to steer the customer in a direction that will relate with the product, and entice individuals to act on that impulse to purchase.

Content Marketing means creating and sharing valuable free content to attract and convert prospects into customers, and customers into repeat buyers. The type of content you share is closely related to what you sell; in other words, you’re educating people so that they know, like, and trust you enough to do business with you.