Welcome
Empowered Involvement is a new scientific approach in business research and practice, focusing on how advertisers interact with consumers and customers. As traditional advertising approaches are losing effectiveness – amidst a revolutionary change in the media landscape, under pressure from globalisation and pulled into all directions by increasingly demanding customers – marketers need to find new ways to create meaningful links with customers, stakeholder, consumers and the public in general.
Among marketing practitioners, there seems to be broad agreement that companies need to work proactively with fans, promoters or evangelists - in order to support and improve the Word of Mouth that these consumers spread in the marketplace. However, so far, no scientific analysis has tried to find out what practically needs to be done with a brand community, with a VIP consumer panel, or with a corporate blog readership, in order to stimulate more of that coveted word of mouth activity. Empowered Involvement aims to fill this gap – it is a methodical marketing framework and approach, which raises brand enthusiasts’ involvement levels in a highly focused way, with the specific aim of increasing their Word of Mouth activity. This website/blog is meant as a ressource providing information about the current status of research on Empowered Involvement. And it is an open invitation for a discussion about these ideas.
Originally, the term Empowered Involvement was first suggested by our colleague Dr. Paul Marsden.