Engagement marketing, sometimes called “experiential marketing”, “event marketing”, “on-ground marketing”, “live marketing”, “participation marketing”, or “special events” is a marketing strategy that directly engages consumers and invites and encourages them to participate in the evolution of a brand or a brand experience. 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.
Consumer Engagement is when a brand and a consumer connect. According to Brad Nierenberg, experiential marketing is the live, one-on-one interactions that allow consumers to create connections with brands. Consumers will continue to seek and demand one-on-one, shareable interaction with a brand.