Consumer Engagement

I spent this past weekend in Seattle, WA for a matching intern event for The Boeing Company. The weekend was jam packed with information all about the company. During a presentation given by a Brand Positioning Manager, I was informed about Boeing's  techniques and importance of consumer engagement. This information got me really thinking about consumer engagement.

Consumer engagement is an important aspect in positing a brand. The more a brand is able to engage its consumers, the more invested its consumers will become. There are many techniques company's use to engage its customers.

How is an airplane producer supposed to engage its customers through the Internet you may ask. Take a look at Boeing's website and the answer to that question is splattered all over.

787 Dream Tour

• The section allows airplane enthusiasts to follow where the new 787 Dreamliner is and where it will be next. This tactic fully engages people. Followers are encouraged to develop an obsession of being in the know about this new product. 

• The section also allows customers to view a virtual tour of the airplane and view all the new details in the design. I even found myself engrossed in the extent of information and graphics in this section. 

Randy's Journal

• The section is an interactive blog with real time updates straight from the VP of Marketing. The blog is an excellent way for Boeing to communicate immediate information to its followers. 

After listening to a mini-presentation on Marketing techniques used by Boeing to encourage consumer engagement I have come to realize the importance of it. Next time you find yourself captivated by a company's website, give credit to the Marketing department.