eightytwenty/interactive

our brand engagement wheel™ addresses the movement from audience to community

Our Brand Engagement Wheel™ is based on six non-linear principles of engagement that now apply to today’s new media and consumer landscape. It enables our clients to follow a simple strategic framework staying consumer relevant and engaging. The wheel provides direction and easily complements, rather than replaces, existing strategic models and frameworks.

Because the Brand Engagement Wheel™ is based on principles of human engagement, our clients have found it to be extremely versatile in its application to brand engagement. It can, when used properly, be applied to every stage of the process required to engage today’s consumer.

Due to its non-linear design, the wheel enables more personalised and targeted marketing communications as we are constantly listening, measuring and optimising as opposed to the traditional linear approach.

The wheel is also designed to create more cost-effective marcomms as it moves a brand from audience marketing to community marketing, therefore creating a platform to move from the traditional ‘bought’ media model to the more effective ‘owned’ and ‘earned’ model. This move allows traditional advertising to become more tactical in its use. For example, if we grow our ‘owned’ and ‘earned’ media over time, we may identify a particular segment that we need to grow using tactical advertising. This produces less wastage versus the traditional mass media approach.