Engagement Marketing - Multi Dimensional Communication

Multi Dimensional Communication

Keith Ferrazzi suggests that we are moving out of the Information Age and into what he terms the Relationship Age. "Emotion, empathy, and cooperation are critical to success, he says, at a time when technology and human interaction are intersecting in new ways. Trust and conversation are crucial in this new economy."

Ultimately, engagement marketing attempts to connect more strongly consumers with brands by "engaging" them in a dialogue and two-way, cooperative interaction. Robert Gourley, the creative director of the participation marketing agency Mojave, sums up the idea this way; "People don't talk to brands, they talk to people."

This conversation between consumers and the products and services they consume is an attempt to take historical one dimensional communication to a new level.

For decades, consumers would simply watch a commercial or look at a print ad that advertisers produced. That’s one-way communication and doesn't qualify as engagement. Two dimensional (two-way) communication where consumers participate, share, and interact with a brand creates the engagement crucial to business and personal success.

Two-dimensional (2D) communication and engagement is where "both giver and receiver are listening to each other, interacting, learning and growing from the process."

Three dimensional engagement, coined "3DE" in the book "The Relationship Age", has "not only length and width, but depth, where both giver and receiver connect to a higher power and are changed in the experience. Not just a conversation, but connection to a purpose that transforms all in the process."