Computers and technology are essential elements of modern day living. We have become so dependent one finds it hard to imagine life without it. Consider Generation Y , born into the technical revolution era, and never experiencing life without digital interactivity.

Here are a few facts about Gen Y

Aged 12 –31

Approximately 80 Million, that equates to nearly 25% of the US population, twice the size of Generation X.

Just about all of them own a computer, cell phone and ipod. In fact undergraduate students at Georgia Tech have been mandated since 1997 to own a computer. Technology is no longer an option, but a prerequisite. The challenge facing many marketers is that they communicate with customers as if they are computers.

Financial institutions are notorious for relying on statistical modeling and consumer profiling. While these methodologies appear to be rational (at least from an accountants perspective),they offered little assistance to the recent global financial meltdown which was totally out of control. This frenzy was rocket fuelled with technology, trades and swaps changing hands in nano-seconds without the first consideration for common sense and judgment.

If companies treat their customers like computers, here’s what type of reaction you can expect happens when    “Computer say No”

Frankly you run the risk of losing them forever. While I am a great advocate for change and advancement, I also realize that technology in and of itself cannot answer the marketer’s strategy dilemma. So the next time you invest in technology make sure your staff understand it’s just a tool, no matter how smart and efficient it can operate, people are your greatest asset, unlike a computer they have passion and care, traits technology has not yet discovered. When combined effectively you can now begin to build a “Killer App”

What does engagement mean to you? Does it mean an agreement to marry, a commitment to attend, a job that lasts for a short time, or a hostile encounter involving military force?

Brand managers and marketers are desperate to build meaningful relationships that last. Marketers from the previous 3-4 decades deployed numerous tactics in order to achieve these objectives, TV, radio, and print media were the channels of choice. Messages and claims of a brands performance were rarely challenged or questioned because the media was deemed trustworthy. On the contrary modern consumers are now equipped with search tools that enable equip them to examine and validate if these claims are really true. One consumer even made a movie , check it out;

Hardly anyone would engage someone they knew nothing about, or even worse a partner that could harm them. So why do many marketers expect a relationship without going through the dating phase. Does your brand have an open and honest dialog with its customers, if not you run the risk of an expensive divorce. No relationship is perfect, we often drive our kids to become straight A students, I challenge you to find a straight A adult. Although I have met many oustanding individuals, not one of them is a straight A in everything. The same is true marketing, consumers are'nt stupid, granted they will eat things that are'nt always the healthiest choice, just don't try to dupe them.  Healthy relationships are built on truth, even if we don't like certain elements of a relationship we continue to engage in it, because when we understand we can begin the journey of trust. 

Here is a simple test on how well you pay attention to detail;

If you are relatively smart you got 3, for those who pay attention and really understand, the answer is at the end of this message.

In order for the post-modern bionic consumer to make any form of mid-long term commitment they need to be understood. To truly understand, one firstly needs to build a relationship of trust. Have you ever noticed that when you share sensitive or confidential information with a friend they normally reciprocate. Well the same principles apply in modern marketing. Its no longer a one way broadcast message all about the brand. One company that does an excellent job of identifying its customers as unique individuals is  Weight Watchers. As opposed to mass marketing, Weight Watchers focus is on one-one marketing but on a mass basis. This is a fundamental shift from the traditional methods most marketers adopt. The IncrEdible Rewards program provides loyal Weight Watchers consumers with an easy way to reap the rewards of purchasing Weight Watchers products for a healthy lifestyle.  It rewards its loyal customers with gifts as individual as they are.

Over 1 million gifts can be chosen at www.wwincrediblerewards.com real time and on-demand. Now that’s Engagement!

Here is the answer , 6 in total, observing your customers is critical if you want engagement.