Engagement marketing, sometimes called "participation marketing," is a marketing strategy that invites and encourages consumers to participate in the evolution of a brand. 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. In economics, consumers are individuals or households that consume goods and services generated within the economy. ... A brand is a collection of images and ideas representing an economic producer; more specifically, it refers to the concrete symbols such as a name, logo, slogan, and design scheme. ...

Ultimately, engagement marketing attempts to connect more strongly consumers with brands by "engaging" them in a dialogue and two-way, cooperative interaction.

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, where consumers participate, share, and actually interact with a brand. To meet Wikipedias quality standards, this article or section may require cleanup. ...

Author and consultant Tomi Ahonen and Alan Moore, founder of the UK-based agency SMLXL, published a book about engagement marketing entitled Communities Dominate Brands. In addition, Dan Belmont, the chief marketing officer of The Marketing Arm, an Omnicom agency, has spoken at various industry conferences on the subject. Marketing is a social and managerial function associated selling of product with the intechange of material and to satisfy the customer. ... It has been suggested that this article or section be merged into Omnicom Group. ... The Omnicom Group (NYSE:OMC) is the worlds largest advertising agency holding company in terms of revenue (number two is WPP Group plc). ...

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