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data-event-name="pinnable-header.vector-toc.pin">move to sidebar</button> <button class="vector-pinnable-header-toggle-button vector-pinnable-header-unpin-button" data-event-name="pinnable-header.vector-toc.unpin">hide</button> </div> <ul class="vector-toc-contents" id="mw-panel-toc-list"> <li id="toc-mw-content-text" class="vector-toc-list-item vector-toc-level-1"> <a href="#" class="vector-toc-link"> <div class="vector-toc-text">(Top)</div> </a> </li> <li id="toc-Virtual_extension" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Virtual_extension"> <div class="vector-toc-text"> <span class="vector-toc-numb">1</span> <span>Virtual extension</span> </div> </a> <ul id="toc-Virtual_extension-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Engagement" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Engagement"> <div class="vector-toc-text"> <span class="vector-toc-numb">2</span> <span>Engagement</span> </div> </a> <ul id="toc-Engagement-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Multi-dimensional_communication" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Multi-dimensional_communication"> <div class="vector-toc-text"> <span class="vector-toc-numb">3</span> <span>Multi-dimensional communication</span> </div> </a> <ul id="toc-Multi-dimensional_communication-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-As_philosophy" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#As_philosophy"> <div class="vector-toc-text"> <span class="vector-toc-numb">4</span> <span>As philosophy</span> </div> </a> <ul id="toc-As_philosophy-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Early_examples_of_successful_engagement_marketing_campaigns" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Early_examples_of_successful_engagement_marketing_campaigns"> <div class="vector-toc-text"> <span class="vector-toc-numb">5</span> <span>Early examples of successful engagement marketing campaigns</span> </div> </a> <ul id="toc-Early_examples_of_successful_engagement_marketing_campaigns-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Common_offline_engagement_marketing_tools" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Common_offline_engagement_marketing_tools"> <div class="vector-toc-text"> <span class="vector-toc-numb">6</span> <span>Common offline engagement marketing tools</span> </div> </a> <ul id="toc-Common_offline_engagement_marketing_tools-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Common_online_engagement_marketing_tools" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Common_online_engagement_marketing_tools"> <div class="vector-toc-text"> <span class="vector-toc-numb">7</span> <span>Common online engagement marketing tools</span> </div> </a> <ul id="toc-Common_online_engagement_marketing_tools-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-See_also" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#See_also"> <div class="vector-toc-text"> <span class="vector-toc-numb">8</span> <span>See also</span> </div> </a> <ul id="toc-See_also-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-References" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#References"> <div class="vector-toc-text"> <span class="vector-toc-numb">9</span> <span>References</span> </div> </a> <ul id="toc-References-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Bibliography" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Bibliography"> <div class="vector-toc-text"> <span class="vector-toc-numb">10</span> <span>Bibliography</span> </div> </a> <ul id="toc-Bibliography-sublist" class="vector-toc-list"> </ul> </li> </ul> </div> </div> </nav> </div> </div> <div class="mw-content-container"> <main id="content" class="mw-body"> <header class="mw-body-header vector-page-titlebar"> <nav aria-label="Contents" class="vector-toc-landmark"> <div id="vector-page-titlebar-toc" class="vector-dropdown vector-page-titlebar-toc vector-button-flush-left" > <input type="checkbox" id="vector-page-titlebar-toc-checkbox" role="button" aria-haspopup="true" data-event-name="ui.dropdown-vector-page-titlebar-toc" class="vector-dropdown-checkbox " aria-label="Toggle the table of contents" > <label id="vector-page-titlebar-toc-label" for="vector-page-titlebar-toc-checkbox" class="vector-dropdown-label cdx-button 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class="interlanguage-link-target"><span>العربية</span></a></li><li class="interlanguage-link interwiki-cs mw-list-item"><a href="https://cs.wikipedia.org/wiki/Experiential_marketing" title="Experiential marketing – Czech" lang="cs" hreflang="cs" data-title="Experiential marketing" data-language-autonym="Čeština" data-language-local-name="Czech" class="interlanguage-link-target"><span>Čeština</span></a></li><li class="interlanguage-link interwiki-es mw-list-item"><a href="https://es.wikipedia.org/wiki/Mercadotecnia_experiencial" title="Mercadotecnia experiencial – Spanish" lang="es" hreflang="es" data-title="Mercadotecnia experiencial" data-language-autonym="Español" data-language-local-name="Spanish" class="interlanguage-link-target"><span>Español</span></a></li><li class="interlanguage-link interwiki-eu mw-list-item"><a href="https://eu.wikipedia.org/wiki/Marketin_esperientzial" title="Marketin esperientzial – Basque" lang="eu" hreflang="eu" data-title="Marketin esperientzial" data-language-autonym="Euskara" data-language-local-name="Basque" class="interlanguage-link-target"><span>Euskara</span></a></li><li class="interlanguage-link interwiki-fr mw-list-item"><a href="https://fr.wikipedia.org/wiki/Marketing_exp%C3%A9rientiel" title="Marketing expérientiel – French" lang="fr" hreflang="fr" data-title="Marketing expérientiel" data-language-autonym="Français" data-language-local-name="French" class="interlanguage-link-target"><span>Français</span></a></li><li class="interlanguage-link interwiki-id mw-list-item"><a href="https://id.wikipedia.org/wiki/Pemasaran_keterlibatan" title="Pemasaran keterlibatan – Indonesian" lang="id" hreflang="id" data-title="Pemasaran keterlibatan" data-language-autonym="Bahasa Indonesia" data-language-local-name="Indonesian" class="interlanguage-link-target"><span>Bahasa Indonesia</span></a></li><li class="interlanguage-link interwiki-pl mw-list-item"><a href="https://pl.wikipedia.org/wiki/Marketing_anga%C5%BCuj%C4%85cy" 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.sidebar-list-title,html.skin-theme-clientpref-night .mw-parser-output .sidebar:not(.notheme) .sidebar-title-with-pretitle{background:transparent!important}html.skin-theme-clientpref-night .mw-parser-output .sidebar:not(.notheme) .sidebar-title-with-pretitle a{color:var(--color-progressive)!important}}@media screen and (prefers-color-scheme:dark){html.skin-theme-clientpref-os .mw-parser-output .sidebar:not(.notheme) .sidebar-list-title,html.skin-theme-clientpref-os .mw-parser-output .sidebar:not(.notheme) .sidebar-title-with-pretitle{background:transparent!important}html.skin-theme-clientpref-os .mw-parser-output .sidebar:not(.notheme) .sidebar-title-with-pretitle a{color:var(--color-progressive)!important}}@media print{body.ns-0 .mw-parser-output .sidebar{display:none!important}}</style><table class="sidebar sidebar-collapse nomobile nowraplinks hlist"><tbody><tr><th class="sidebar-title" style="background: #ddf;"><a href="/wiki/Marketing" title="Marketing">Marketing</a></th></tr><tr><td class="sidebar-above" style="border:none;"> <ul><li><a href="/wiki/Marketing_management" title="Marketing management">Management</a></li></ul></td></tr><tr><td class="sidebar-content"> <div class="sidebar-list mw-collapsible mw-collapsed"><div class="sidebar-list-title" style="background: #eef; text-align: center;;color: var(--color-base)">Key concepts</div><div class="sidebar-list-content mw-collapsible-content"> <ul><li><a href="/wiki/Distribution_(business)" class="mw-redirect" title="Distribution (business)">Distribution</a></li> <li><a href="/wiki/Pricing" title="Pricing">Pricing</a></li> <li><a href="/wiki/Retail" title="Retail">Retail</a></li> <li><a href="/wiki/Service_(economics)" title="Service (economics)">Service</a></li> <li><a href="/wiki/Marketing_activation" title="Marketing activation">Activation</a></li> <li><a href="/wiki/Brand_licensing" title="Brand licensing">Brand licensing</a></li> <li><a href="/wiki/Brand_management" title="Brand management">Brand management</a></li> <li><a href="/wiki/Co-creation" title="Co-creation">Co-creation</a></li> <li><a href="/wiki/Marketing_communications" title="Marketing communications">Communications</a></li> <li><a href="/wiki/Consumer_behaviour" title="Consumer behaviour">Consumer behaviour</a></li> <li><a href="/wiki/Consumer_culture" title="Consumer culture">Consumer culture</a></li> <li><a href="/wiki/Dominance_(economics)" class="mw-redirect" title="Dominance (economics)">Dominance</a></li> <li><a href="/wiki/Marketing_effectiveness" title="Marketing effectiveness">Effectiveness</a></li> <li><a href="/wiki/Marketing_ethics" title="Marketing ethics">Ethics</a></li> <li><a href="/wiki/Promotion_(marketing)" title="Promotion (marketing)">Promotion</a></li> <li><a href="/wiki/Market_segmentation" title="Market segmentation">Segmentation</a></li> <li><a href="/wiki/Marketing_strategy" title="Marketing strategy">Strategy</a></li> <li><a href="/wiki/Account-based_marketing" title="Account-based marketing">Account-based marketing</a></li> <li><a href="/wiki/Digital_marketing" title="Digital marketing">Digital marketing</a></li> <li><a href="/wiki/Product_marketing" title="Product marketing">Product marketing</a></li> <li><a href="/wiki/Social_marketing" title="Social marketing">Social marketing</a></li> <li><a href="/wiki/Influencer_marketing" title="Influencer marketing">Influencer marketing</a></li> <li><a href="/wiki/Attribution_(marketing)" title="Attribution (marketing)">Attribution</a></li> <li><a href="/wiki/Annoyance_factor" title="Annoyance factor">Annoyance factor</a></li> <li><a href="/wiki/Horizontal_integration" title="Horizontal integration">Horizontal integration</a></li> <li><a href="/wiki/Vertical_integration" title="Vertical integration">Vertical integration</a></li></ul></div></div></td> </tr><tr><td class="sidebar-content"> <div class="sidebar-list mw-collapsible mw-collapsed"><div class="sidebar-list-title" style="background: #eef; text-align: center;;color: var(--color-base)">Promotional content</div><div class="sidebar-list-content mw-collapsible-content"> <ul><li><a href="/wiki/Advertising" title="Advertising">Advertising</a></li> <li><a href="/wiki/Ambush_marketing" title="Ambush marketing">Ambush marketing</a></li> <li><a href="/wiki/Brand" title="Brand">Branding</a></li> <li><a href="/wiki/Corporate_anniversary" title="Corporate anniversary">Corporate anniversary</a></li> <li><a href="/wiki/Direct_marketing" title="Direct marketing">Direct marketing</a></li> <li><a href="/wiki/Franchising" title="Franchising">Franchising</a></li> <li><a href="/wiki/Label" title="Label">Label</a></li> <li><a href="/wiki/Loyalty_marketing" title="Loyalty marketing">Loyalty marketing</a></li> <li><a href="/wiki/Mobile_marketing" title="Mobile marketing">Mobile marketing</a></li> <li><a href="/wiki/Music_on_hold" title="Music on hold">On-hold messaging</a></li> <li><a href="/wiki/Personal_selling" title="Personal selling">Personal selling</a></li> <li><a href="/wiki/Premium_(marketing)" title="Premium (marketing)">Premiums</a></li> <li><a href="/wiki/Prize_(marketing)" title="Prize (marketing)">Prizes</a></li> <li><a href="/wiki/Product_placement" title="Product placement">Product placement</a></li> <li><a href="/wiki/Corporate_propaganda" title="Corporate propaganda">Propaganda</a></li> <li><a href="/wiki/Publicity" title="Publicity">Publicity</a></li> <li><a href="/wiki/Sales_promotion" title="Sales promotion">Sales promotion</a></li> <li><a href="/wiki/Sex_in_advertising" title="Sex in advertising">Sex in advertising</a></li> <li><a href="/wiki/Underwriting_spot" title="Underwriting spot">Underwriting spot</a></li></ul></div></div></td> </tr><tr><td class="sidebar-content"> <div class="sidebar-list mw-collapsible mw-collapsed"><div class="sidebar-list-title" style="background: #eef; text-align: center;;color: var(--color-base)">Promotional media</div><div class="sidebar-list-content mw-collapsible-content"> <ul><li><a href="/wiki/Behavioral_targeting" class="mw-redirect" title="Behavioral targeting">Behavioral targeting</a></li> <li><a href="/wiki/Brand_ambassador" title="Brand ambassador">Brand ambassador</a></li> <li><a href="/wiki/Display_advertising" class="mw-redirect" title="Display advertising">Display advertising</a></li> <li><a href="/wiki/Drip_marketing" title="Drip marketing">Drip marketing</a></li> <li><a href="/wiki/In-game_advertising" title="In-game advertising">In-game advertising</a></li> <li><a href="/wiki/Mobile_advertising" title="Mobile advertising">Mobile advertising</a></li> <li><a href="/wiki/Native_advertising" title="Native advertising">Native advertising</a></li> <li><a href="/wiki/New_media" title="New media">New media</a></li> <li><a href="/wiki/Online_advertising" title="Online advertising">Online advertising</a></li> <li><a href="/wiki/Out-of-home_advertising" class="mw-redirect" title="Out-of-home advertising">Out-of-home advertising</a></li> <li><a href="/wiki/Point_of_sale" title="Point of sale">Point of sale</a></li> <li><a href="/wiki/Product_demonstration" title="Product demonstration">Product demonstration</a></li> <li><a href="/wiki/Promotional_merchandise" title="Promotional merchandise">Promotional merchandise</a></li> <li><a href="/wiki/Promotional_representative" title="Promotional representative">Promotional representative</a></li> <li><a href="/wiki/Visual_merchandising" title="Visual merchandising">Visual merchandising</a></li> <li><a href="/wiki/Web_banner" title="Web banner">Web banner</a></li> <li><a href="/wiki/Word-of-mouth_marketing" title="Word-of-mouth marketing">Word-of-mouth</a></li></ul></div></div></td> </tr><tr><td class="sidebar-content"> <div class="sidebar-list mw-collapsible mw-collapsed"><div class="sidebar-list-title" style="background: #eef; text-align: center;;color: var(--color-base)">Research</div><div class="sidebar-list-content mw-collapsible-content"> <ul><li><a href="/wiki/Market_research" title="Market research">Market research</a></li> <li><a href="/wiki/Marketing_research" title="Marketing research">Marketing research</a></li> <li><a href="/wiki/Mystery_shopping" title="Mystery shopping">Mystery shopping</a></li> <li><a href="/wiki/Consumer_research" class="mw-redirect" title="Consumer research">Consumer research</a></li></ul></div></div></td> </tr><tr><td class="sidebar-navbar"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1129693374"><style data-mw-deduplicate="TemplateStyles:r1239400231">.mw-parser-output .navbar{display:inline;font-size:88%;font-weight:normal}.mw-parser-output .navbar-collapse{float:left;text-align:left}.mw-parser-output .navbar-boxtext{word-spacing:0}.mw-parser-output .navbar ul{display:inline-block;white-space:nowrap;line-height:inherit}.mw-parser-output .navbar-brackets::before{margin-right:-0.125em;content:"[ "}.mw-parser-output .navbar-brackets::after{margin-left:-0.125em;content:" ]"}.mw-parser-output .navbar li{word-spacing:-0.125em}.mw-parser-output .navbar a>span,.mw-parser-output .navbar a>abbr{text-decoration:inherit}.mw-parser-output .navbar-mini abbr{font-variant:small-caps;border-bottom:none;text-decoration:none;cursor:inherit}.mw-parser-output .navbar-ct-full{font-size:114%;margin:0 7em}.mw-parser-output .navbar-ct-mini{font-size:114%;margin:0 4em}html.skin-theme-clientpref-night .mw-parser-output .navbar li a abbr{color:var(--color-base)!important}@media(prefers-color-scheme:dark){html.skin-theme-clientpref-os .mw-parser-output .navbar li a abbr{color:var(--color-base)!important}}@media print{.mw-parser-output .navbar{display:none!important}}</style><div class="navbar plainlinks hlist navbar-mini"><ul><li class="nv-view"><a href="/wiki/Template:Marketing" title="Template:Marketing"><abbr title="View this template">v</abbr></a></li><li class="nv-talk"><a href="/wiki/Template_talk:Marketing" title="Template talk:Marketing"><abbr title="Discuss this template">t</abbr></a></li><li class="nv-edit"><a href="/wiki/Special:EditPage/Template:Marketing" title="Special:EditPage/Template:Marketing"><abbr title="Edit this template">e</abbr></a></li></ul></div></td></tr></tbody></table> <p><b>Engagement marketing</b> (sometimes called <b>experiential marketing</b>, <b>brand activation</b>, <b>on-ground marketing</b>, <b>live marketing</b>, <b>participation marketing</b>, <b>loyalty marketing</b>, or <b>special events</b>) is a <a href="/wiki/Marketing_strategy" title="Marketing strategy">marketing strategy</a> that directly engages <a href="/wiki/Consumer" title="Consumer">consumers</a> and invites and encourages them to participate in the evolution of a <a href="/wiki/Brand" title="Brand">brand</a> 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.<sup id="cite_ref-1" class="reference"><a href="#cite_note-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup> </p><p>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.<sup id="cite_ref-2" class="reference"><a href="#cite_note-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup> Consumers will continue to seek and demand one-on-one, shareable interaction with a brand.<sup id="cite_ref-3" class="reference"><a href="#cite_note-3"><span class="cite-bracket">[</span>3<span class="cite-bracket">]</span></a></sup> </p> <meta property="mw:PageProp/toc" /> <div class="mw-heading mw-heading2"><h2 id="Virtual_extension">Virtual extension</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Engagement_marketing&action=edit&section=1" title="Edit section: Virtual extension"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Experiential marketing is a growing trend which involves marketing a product or a service through custom memorable experiences that engage the customers and create emotional attachment to the product/service.<sup id="cite_ref-4" class="reference"><a href="#cite_note-4"><span class="cite-bracket">[</span>4<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-LuoChenChingLiu2011_5-0" class="reference"><a href="#cite_note-LuoChenChingLiu2011-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> Physical and interactive experiences are used to reinforce the offer of a product<sup id="cite_ref-AtwalWilliams2009_6-0" class="reference"><a href="#cite_note-AtwalWilliams2009-6"><span class="cite-bracket">[</span>6<span class="cite-bracket">]</span></a></sup> and make customers feel as if they are part of them.<sup id="cite_ref-7" class="reference"><a href="#cite_note-7"><span class="cite-bracket">[</span>7<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-LuoChenChingLiu2011_5-1" class="reference"><a href="#cite_note-LuoChenChingLiu2011-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> Experiences are positively related to customer's attitudes, mood, and behaviors. They also represent a means through which a company can gain competitive advantage by differentiating itself from competitors. To achieve success, an experience should be engaging, compelling, and able to touch the customer's senses and capture their loyalty.<sup id="cite_ref-LuoChenChingLiu2011_5-2" class="reference"><a href="#cite_note-LuoChenChingLiu2011-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> </p><p>Many aspects differentiate experiential from traditional marketing. First, experiential marketing focuses on providing sensory, emotional, cognitive, and rational values to the consumers. Second, experiential marketing aims to create synergies between meaning, perception, consumption, and brand loyalty. Furthermore, experiential marketing requires a more diverse range of research methods in order to understand consumers.<sup id="cite_ref-AtwalWilliams2009_6-1" class="reference"><a href="#cite_note-AtwalWilliams2009-6"><span class="cite-bracket">[</span>6<span class="cite-bracket">]</span></a></sup> </p><p>Smith<sup id="cite_ref-8" class="reference"><a href="#cite_note-8"><span class="cite-bracket">[</span>8<span class="cite-bracket">]</span></a></sup> has developed a six-step process to develop an effective experiential branding strategy. The first step includes carrying out a customer experience audit in order to analyze the current experience of the brand. The second step is to create a brand platform and develop a <a href="/wiki/Touchpoint" title="Touchpoint">touchpoint</a> with customers. The following step includes designing the brand experience; coordinating the brand's people, products and processes against the brand proposition. The next steps involve communicating the brand proposition internally and externally. The last step consists of monitoring performance in order to ensure that the brand is meeting its objectives.<sup id="cite_ref-9" class="reference"><a href="#cite_note-9"><span class="cite-bracket">[</span>9<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-AtwalWilliams2009_6-2" class="reference"><a href="#cite_note-AtwalWilliams2009-6"><span class="cite-bracket">[</span>6<span class="cite-bracket">]</span></a></sup> </p><p>Nowadays, experiential marketing is getting more technologically advanced and personalized.<sup id="cite_ref-10" class="reference"><a href="#cite_note-10"><span class="cite-bracket">[</span>10<span class="cite-bracket">]</span></a></sup> The wide spread of the Internet and the increasing competition among online retailers has led to the rise of virtual experiential marketing (VEM). VEM uses the Internet and its various channels to create an enriched and engaging experience by using visual and audio tools. VEM relies on an electronic environment that engages customers and arouses their emotional responses to create an unparalleled experience and consequently capture their loyalty.<sup id="cite_ref-LuoChenChingLiu2011_5-3" class="reference"><a href="#cite_note-LuoChenChingLiu2011-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> The elements which characterize virtual experiential marketing are: sense, interaction, pleasure, flow and community relationship.<sup id="cite_ref-11" class="reference"><a href="#cite_note-11"><span class="cite-bracket">[</span>11<span class="cite-bracket">]</span></a></sup> Furthermore, <a href="/wiki/Affect_(psychology)" title="Affect (psychology)">affective</a> involvement has been identified as a key factor which affects online purchase intention. Thus, the online experience must emphasize an emotional appeal to the consumer in order to build purchase intention.<sup id="cite_ref-LuoChenChingLiu2011_5-4" class="reference"><a href="#cite_note-LuoChenChingLiu2011-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> </p><p>Management consultancy <a href="/wiki/A.T._Kearney" class="mw-redirect" title="A.T. Kearney">A.T. Kearney</a> has developed a model to create high impact virtual customer experiences, emphasizing four basic steps:<sup id="cite_ref-12" class="reference"><a href="#cite_note-12"><span class="cite-bracket">[</span>12<span class="cite-bracket">]</span></a></sup> </p> <ol><li>Develop a compelling customer value proposition. In developing this, it is important to understand how an online experience can satisfy customer needs.</li> <li>Create the digital customer experience framework to address all areas of interaction between customers and the business.</li> <li>Use proven tools, the "7Cs", to support the framework. The key tools are: content, customization, customer care, communication, community, connectivity, and convenience.</li> <li>Integrate the online and offline customer experience. In fact, companies can enhance the virtual customer experience through consistent links with the offline world.</li></ol> <div class="mw-heading mw-heading2"><h2 id="Engagement">Engagement</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Engagement_marketing&action=edit&section=2" title="Edit section: Engagement"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Engagement measures the extent to which a consumer has a meaningful <a href="/wiki/Brand_experience" class="mw-redirect" title="Brand experience">brand experience</a> when exposed to commercial <a href="/wiki/Advertising" title="Advertising">advertising</a>, <a href="/wiki/Sponsorship" class="mw-redirect" title="Sponsorship">sponsorship</a>, television contact, or other experience. In March 2006 the <a href="/wiki/Advertising_Research_Foundation" title="Advertising Research Foundation">Advertising Research Foundation</a> (ARF) defined Engagement as "turning on a prospect to a brand idea enhanced by the surrounding context".<sup id="cite_ref-13" class="reference"><a href="#cite_note-13"><span class="cite-bracket">[</span>13<span class="cite-bracket">]</span></a></sup> </p><p>According to a study by <a href="/wiki/Jack_Morton_Worldwide" title="Jack Morton Worldwide">Jack Morton Worldwide</a>, 11 out of 14 consumers reported preferring to learn about new products and services by experiencing them personally or hearing about them from an acquaintance.<sup id="cite_ref-14" class="reference"><a href="#cite_note-14"><span class="cite-bracket">[</span>14<span class="cite-bracket">]</span></a></sup> Meanwhile, a report by <a href="/w/index.php?title=The_Event_Marketing_Institute_and_Mosaic&action=edit&redlink=1" class="new" title="The Event Marketing Institute and Mosaic (page does not exist)">The Event Marketing Institute and Mosaic</a> found that 74% of consumers say that engaging with branded event marketing experiences makes them more likely to buy the products being promoted.<sup id="cite_ref-15" class="reference"><a href="#cite_note-15"><span class="cite-bracket">[</span>15<span class="cite-bracket">]</span></a></sup> </p><p>Engagement is complex because a variety of exposure and relationship factors affect engagement, making simplified rankings <a href="/wiki/False_advertising" title="False advertising">misleading</a>.<sup id="cite_ref-16" class="reference"><a href="#cite_note-16"><span class="cite-bracket">[</span>16<span class="cite-bracket">]</span></a></sup> Typically, engagement with a medium often differs from engagement with advertising, according to an analysis conducted by the Magazine Publishers of America.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (August 2022)">citation needed</span></a></i>]</sup> </p><p>Related to this notion is the term <b>program engagement</b>, which is the extent to which consumers recall specific content after exposure to a program and advertising. Starting in 2006 U.S. broadcast networks began guaranteeing specific levels of program engagement to large corporate advertisers.<sup id="cite_ref-17" class="reference"><a href="#cite_note-17"><span class="cite-bracket">[</span>17<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="Multi-dimensional_communication">Multi-dimensional communication</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Engagement_marketing&action=edit&section=3" title="Edit section: Multi-dimensional communication"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p><a href="/wiki/Keith_Ferrazzi" title="Keith Ferrazzi">Keith Ferrazzi</a> wrote in 2009 that <a href="/wiki/Information_Age" title="Information Age">Information Age</a> was transitioning into what he termed the <a href="/wiki/Social_relationship" class="mw-redirect" title="Social relationship">Relationship</a> Age, "in which emotion, empathy, and cooperation are critical success traits" and where "technology and human interaction are intersecting and trust, conversation, and collaboration are top of mind and top of agenda".<sup id="cite_ref-18" class="reference"><a href="#cite_note-18"><span class="cite-bracket">[</span>18<span class="cite-bracket">]</span></a></sup> </p><p>In 2006, researchers from <a href="/wiki/Market_research" title="Market research">market research</a> company <a href="/wiki/Gallup_(company)" class="mw-redirect" title="Gallup (company)">Gallup</a> identified two-dimensional (two-way) communication where consumers participate, share, and interact with a brand as a creator of the engagement crucial to business and personal success.<sup id="cite_ref-19" class="reference"><a href="#cite_note-19"><span class="cite-bracket">[</span>19<span class="cite-bracket">]</span></a></sup> </p><p>Two-dimensional (2D) communication and engagement is where "both giver and receiver are listening to each other, interacting, learning and growing from the process".<sup id="cite_ref-20" class="reference"><a href="#cite_note-20"><span class="cite-bracket">[</span>20<span class="cite-bracket">]</span></a></sup> </p><p>Three-dimensional engagement ("3DE")<sup id="cite_ref-21" class="reference"><a href="#cite_note-21"><span class="cite-bracket">[</span>21<span class="cite-bracket">]</span></a></sup> has "not only length and width, but depth, where both giver and receiver connect to a <a href="/wiki/Higher_power" class="mw-redirect" title="Higher power">higher power</a> and are changed in the experience. Not just a conversation, but connection to a purpose that transforms all in the process."<sup id="cite_ref-22" class="reference"><a href="#cite_note-22"><span class="cite-bracket">[</span>22<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="As_philosophy">As philosophy</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Engagement_marketing&action=edit&section=4" title="Edit section: As philosophy"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Greg Ippolito, creative director of the digital marketing agency IMA, wrote that the key point of differentiation between engagement marketing and other forms is that the former "is anchored by a philosophy, rather than a focus on specific marketing tools".<sup id="cite_ref-redux_23-0" class="reference"><a href="#cite_note-redux-23"><span class="cite-bracket">[</span>23<span class="cite-bracket">]</span></a></sup> That philosophy is that audiences should be engaged in the <a href="/wiki/Sales_process" class="mw-redirect" title="Sales process">sales process</a> when they want, and by which <a href="/wiki/Marketing_channel" title="Marketing channel">channels</a> they prefer, through a process called “actionable empathy.”<sup id="cite_ref-24" class="reference"><a href="#cite_note-24"><span class="cite-bracket">[</span>24<span class="cite-bracket">]</span></a></sup> </p><p>Ippolito has argued that traditional top-down marketing results, largely, in the production and communication of white noise, whereas engagement marketing assumes a different approach: </p> <style data-mw-deduplicate="TemplateStyles:r1244412712">.mw-parser-output .templatequote{overflow:hidden;margin:1em 0;padding:0 32px}.mw-parser-output .templatequotecite{line-height:1.5em;text-align:left;margin-top:0}@media(min-width:500px){.mw-parser-output .templatequotecite{padding-left:1.6em}}</style><blockquote class="templatequote"><p>"Think of a salesperson who walks up to you in a store. You tell him thanks, you're okay, you're just looking. But he hovers and looms, finds ways to insert himself into your activity, and is a general annoyance. That's what typical marketing feels like: <a href="/wiki/Intrusiveness" title="Intrusiveness">intrusive</a> and disruptive. Engagement Marketing is the opposite. It's a salesperson who hangs back and engages you if/when you need help. Who can sense what you want to do, and help you arrive at that decision. Who will contact you directly with exclusive sales information, if—and only if—you request it. <br />Engagement Marketing, done well, means connecting with audiences who want to hear from you, in relevant, meaningful, interesting ways. If you can pull that off, everything changes."</p><div class="templatequotecite">— <cite>Greg Ippolito (2012)<sup id="cite_ref-redux_23-1" class="reference"><a href="#cite_note-redux-23"><span class="cite-bracket">[</span>23<span class="cite-bracket">]</span></a></sup></cite></div></blockquote> <p>After launching IMA in 2013, Ippolito shifted his focus to momentum marketing—described as "the next evolution of engagement marketing"—which shares the same customer-centric philosophy, but places a greater emphasis on leveraging data to reach target audiences online via their most well-traveled channels: </p> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1244412712"><blockquote class="templatequote"><p>"[M]odern consumers are hard to pin down; they're constantly in motion—traversing different spaces, utilizing different media, and as always, experiencing a range of different thoughts and feelings throughout any given day ... [The key is to] leverage the existing <i>momentum</i> of target consumers. By doing so, we can ... guide them where we want them to go—with minimum waste and maximum <a href="/wiki/Efficiency" title="Efficiency">efficiency</a>."</p><div class="templatequotecite">— <cite>Greg Ippolito (2013)<sup id="cite_ref-25" class="reference"><a href="#cite_note-25"><span class="cite-bracket">[</span>25<span class="cite-bracket">]</span></a></sup></cite></div></blockquote> <p><br /> </p> <div class="mw-heading mw-heading2"><h2 id="Early_examples_of_successful_engagement_marketing_campaigns">Early examples of successful engagement marketing campaigns</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Engagement_marketing&action=edit&section=5" title="Edit section: Early examples of successful engagement marketing campaigns"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>PROMO magazine has credited Gary M. Reynolds, founder of <a href="/wiki/GMR_Marketing" title="GMR Marketing">GMR Marketing</a>, with being the pioneer in the practice of engagement marketing. It has cited Reynolds' formation of the Miller Band Network in 1979 as the seminal engagement marketing moment.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (February 2021)">citation needed</span></a></i>]</sup> </p><p>Another example of engagement marketing is seen in the marketing strategy of <a href="/wiki/Jones_Soda" title="Jones Soda">Jones Soda</a>. At the company's website, regular customers are allowed to send in photos that will then be printed on bottles of the soda. These photos can be put on a small order of custom-made soda, or, if the photos are interesting enough, they can be put into production and used as labels for a whole production run.<sup id="cite_ref-26" class="reference"><a href="#cite_note-26"><span class="cite-bracket">[</span>26<span class="cite-bracket">]</span></a></sup> This strategy is effective at getting customers to co-create the product, and engaging customers with the brand.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (August 2022)">citation needed</span></a></i>]</sup> </p><p>It could be argued that the Macys Thanksgiving Day parade is a type of experiential marketing, as the viewer is invited to experience floats and entertainment tied to specific brands (and Macy's itself).<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (August 2022)">citation needed</span></a></i>]</sup> </p><p>Another example of engagement marketing is seen in the marketing strategy of Jaihind Collection Pune for their paraplegic fashion Show.<sup id="cite_ref-27" class="reference"><a href="#cite_note-27"><span class="cite-bracket">[</span>27<span class="cite-bracket">]</span></a></sup> </p><p>In the 21st century, engagement marketing has taken a new turn with the advent of different technologies. The effect of <a href="/wiki/Smartphone" title="Smartphone">smartphones</a>, <a href="/wiki/Touchscreen" title="Touchscreen">touchscreens</a> and <a href="/wiki/Virtual_reality" title="Virtual reality">virtual reality</a> has become prominent. Examples of such engagement marketing can be found online. Though technological advancement made such campaigns possible, innovative ideas remain as important as ever.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (August 2022)">citation needed</span></a></i>]</sup> </p> <div class="mw-heading mw-heading2"><h2 id="Common_offline_engagement_marketing_tools">Common offline engagement marketing tools</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Engagement_marketing&action=edit&section=6" title="Edit section: Common offline engagement marketing tools"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <ul><li><a href="/wiki/Street_marketing" title="Street marketing">Street marketing</a>, also known as street teams</li> <li><a href="/wiki/Youth_marketing" title="Youth marketing">Youth marketing</a>, also known as entertainment marketing</li> <li><a href="/wiki/Event_management" title="Event management">Event management</a>, also known as event marketing</li> <li>Mobile marketing tours: often, brands will utilize custom-branded RVs, buses, and motor coaches to draw attention to their offering, serving as mobile billboards as well as mobile centers to create brand experiences on-site in retail parking lots or at larger events.</li> <li>Marketing through amenities: companies promote their brands through interactive marketing via amenities such as charging stations.</li> <li><a href="/wiki/Internet_of_things" title="Internet of things">IOT</a> Device connected to social platforms that display the numbers of fans and personalised messages to the offline customers.</li> <li>Immersive storytelling uses <a href="/wiki/Immersion_(virtual_reality)" title="Immersion (virtual reality)">immersion</a> or <a href="/wiki/Immersive_technology" class="mw-redirect" title="Immersive technology">immersive technology</a> to create virtual brand worlds for consumers to engage with. Using technology such as virtual and augmented reality, CGI and <a rel="nofollow" class="external text" href="https://uviaus.com/technology/#ur">360° video content</a>, face and gesture recognition, holographics and ultra-haptics, 3D scanning/mapping/printing, wearable and touchscreen technologies, geo-location technologies, drones, photobooths and magic eyes, brands can interact with their audiences in new and creative ways.<sup id="cite_ref-28" class="reference"><a href="#cite_note-28"><span class="cite-bracket">[</span>28<span class="cite-bracket">]</span></a></sup></li></ul> <div class="mw-heading mw-heading2"><h2 id="Common_online_engagement_marketing_tools">Common online engagement marketing tools</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Engagement_marketing&action=edit&section=7" title="Edit section: Common online engagement marketing tools"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <ul><li><a href="/wiki/Blog" title="Blog">Blogs</a>: For engagement marketing purposes, companies can share content on their own blogs and participate as a commenter or content provider on relevant external blogs. Hosting a campaign that gives prizes to external blogs readers for their participation in a contest is an example of an engagement marketing campaign aimed at external blogs.</li> <li><a href="/wiki/Social_network" title="Social network">Social networking sites</a>: Social networking sites (such as Facebook, Instagram, LinkedIn, and Twitter) are ideal for engagement marketing because they provide a way for people to interact with brands and create a two-way dialogue between customers and companies. Most companies maintain a presence on several of these sites. Some of these platforms have also created specific types of online presences for companies. For example, Facebook introduced Fan pages in 2007.<sup id="cite_ref-29" class="reference"><a href="#cite_note-29"><span class="cite-bracket">[</span>29<span class="cite-bracket">]</span></a></sup> Engagement outcomes such as sharing behaviours include motivations such as enjoyment, <a href="/wiki/Self-efficacy" title="Self-efficacy">self-efficacy</a>, learning, personal gain, altruism, empathy, social engagement, community interest, reciprocity, and reputation<sup id="cite_ref-30" class="reference"><a href="#cite_note-30"><span class="cite-bracket">[</span>30<span class="cite-bracket">]</span></a></sup> as well as social response to fan page cues such as social interactive value, visual appearance and identity attractiveness of the branded object <sup id="cite_ref-31" class="reference"><a href="#cite_note-31"><span class="cite-bracket">[</span>31<span class="cite-bracket">]</span></a></sup> Ideally, activations such as photo booths tied the event experience back to the user's social channels.</li> <li><a href="/wiki/Webcast" title="Webcast">Webcasts</a>: Differing from internal webcast meetings with a small, specific invitation list, engagement marketing online events are aimed at a much larger and public audience. They are typically available live or on-demand, which allows viewers to view content on their schedule. Similar to conferences, audience members can ask the speakers questions and participate in polls during live webcasts.</li> <li><a href="/wiki/E-mail_marketing" class="mw-redirect" title="E-mail marketing">Email campaigns</a>: One of the earliest online engagement marketing tools, email marketing requires target audiences to opt-in to directly receive a marketer's emails. Companies can also encourage individuals to share their messages virally, via the forwarding of emails to colleagues, friends and family.</li> <li><a href="/wiki/Crowdsourcing" title="Crowdsourcing">Crowdsourcing</a>: Crowdsourcing sites offer engagement marketing opportunities through their open media contests. <a href="/wiki/Crowdsourcing" title="Crowdsourcing">Crowdsourcing</a> sites like these generate brand ambassadors as an organic byproduct of the crowdsourcing process itself by encouraging users to share their submissions on various social networking sites. By first engaging fans and consumers in the act of shaping the brand identity itself, there is increased brand awareness and development of <a href="/wiki/Brand_relationships" class="mw-redirect" title="Brand relationships">brand relationships</a> well before launching any official media campaign.</li></ul> <div class="mw-heading mw-heading2"><h2 id="See_also">See also</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Engagement_marketing&action=edit&section=8" title="Edit section: See also"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <ul><li><a href="/wiki/Outline_of_marketing" title="Outline of marketing">Outline of marketing</a></li> <li><a href="/wiki/Content_marketing" title="Content marketing">Content marketing</a></li> <li><a href="/wiki/Evangelism_marketing" title="Evangelism marketing">Evangelism marketing</a></li> <li><a href="/wiki/Virtual_engagement" title="Virtual engagement">Virtual engagement</a></li> <li><a href="/wiki/Visual_marketing" title="Visual marketing">Visual marketing</a></li></ul> <div class="mw-heading mw-heading2"><h2 id="References">References</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Engagement_marketing&action=edit&section=9" title="Edit section: References"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <style data-mw-deduplicate="TemplateStyles:r1239543626">.mw-parser-output .reflist{margin-bottom:0.5em;list-style-type:decimal}@media screen{.mw-parser-output .reflist{font-size:90%}}.mw-parser-output .reflist .references{font-size:100%;margin-bottom:0;list-style-type:inherit}.mw-parser-output .reflist-columns-2{column-width:30em}.mw-parser-output .reflist-columns-3{column-width:25em}.mw-parser-output .reflist-columns{margin-top:0.3em}.mw-parser-output .reflist-columns ol{margin-top:0}.mw-parser-output .reflist-columns li{page-break-inside:avoid;break-inside:avoid-column}.mw-parser-output .reflist-upper-alpha{list-style-type:upper-alpha}.mw-parser-output .reflist-upper-roman{list-style-type:upper-roman}.mw-parser-output .reflist-lower-alpha{list-style-type:lower-alpha}.mw-parser-output .reflist-lower-greek{list-style-type:lower-greek}.mw-parser-output .reflist-lower-roman{list-style-type:lower-roman}</style><div class="reflist reflist-columns references-column-width"> <ol class="references"> <li id="cite_note-1"><span class="mw-cite-backlink"><b><a href="#cite_ref-1">^</a></b></span> <span class="reference-text"><style data-mw-deduplicate="TemplateStyles:r1238218222">.mw-parser-output cite.citation{font-style:inherit;word-wrap:break-word}.mw-parser-output .citation q{quotes:"\"""\"""'""'"}.mw-parser-output .citation:target{background-color:rgba(0,127,255,0.133)}.mw-parser-output .id-lock-free.id-lock-free a{background:url("//upload.wikimedia.org/wikipedia/commons/6/65/Lock-green.svg")right 0.1em 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"Communities Dominate Brands: Business and Marketing Challenges for the 21st Century", Futuretext, 2005. <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><a href="/wiki/ISBN_(identifier)" class="mw-redirect" title="ISBN (identifier)">ISBN</a> <a href="/wiki/Special:BookSources/0-9544327-3-8" title="Special:BookSources/0-9544327-3-8">0-9544327-3-8</a></li> <li>Tönnies, Fredinand. "Community and Society: Gemeinschaft and Gesellschaft", Dover Publications (December 3, 2002). <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><a href="/wiki/ISBN_(identifier)" class="mw-redirect" title="ISBN (identifier)">ISBN</a> <a href="/wiki/Special:BookSources/978-0-486-42497-2" title="Special:BookSources/978-0-486-42497-2">978-0-486-42497-2</a></li></ul>    </div><noscript><img src="https://login.wikimedia.org/wiki/Special:CentralAutoLogin/start?type=1x1" alt="" width="1" height="1" style="border: none; position: absolute;"></noscript> <div class="printfooter" data-nosnippet="">Retrieved from "<a dir="ltr" href="https://en.wikipedia.org/w/index.php?title=Engagement_marketing&oldid=1247181723">https://en.wikipedia.org/w/index.php?title=Engagement_marketing&oldid=1247181723</a>"</div></div> <div id="catlinks" class="catlinks" data-mw="interface"><div id="mw-normal-catlinks" class="mw-normal-catlinks"><a href="/wiki/Help:Category" title="Help:Category">Category</a>: <ul><li><a href="/wiki/Category:Promotion_and_marketing_communications" title="Category:Promotion and marketing communications">Promotion and marketing communications</a></li></ul></div><div id="mw-hidden-catlinks" class="mw-hidden-catlinks mw-hidden-cats-hidden">Hidden categories: <ul><li><a href="/wiki/Category:Wikipedia_articles_needing_page_number_citations_from_February_2018" title="Category:Wikipedia articles needing page number citations from February 2018">Wikipedia articles needing page number citations from February 2018</a></li><li><a href="/wiki/Category:Webarchive_template_wayback_links" title="Category:Webarchive template wayback links">Webarchive template wayback links</a></li><li><a href="/wiki/Category:Articles_with_short_description" title="Category:Articles with short description">Articles with short description</a></li><li><a href="/wiki/Category:Short_description_matches_Wikidata" title="Category:Short description matches Wikidata">Short description matches Wikidata</a></li><li><a href="/wiki/Category:All_articles_with_unsourced_statements" title="Category:All articles with unsourced statements">All articles with unsourced statements</a></li><li><a href="/wiki/Category:Articles_with_unsourced_statements_from_August_2022" title="Category:Articles with unsourced statements from August 2022">Articles with unsourced statements from August 2022</a></li><li><a href="/wiki/Category:Articles_with_unsourced_statements_from_February_2021" title="Category:Articles with unsourced statements from February 2021">Articles with unsourced statements from February 2021</a></li></ul></div></div> </div> </main> </div> <div class="mw-footer-container"> <footer id="footer" class="mw-footer" > <ul id="footer-info"> <li id="footer-info-lastmod"> This page was last edited on 23 September 2024, at 05:38<span class="anonymous-show"> (UTC)</span>.</li> <li id="footer-info-copyright">Text is available under the <a href="/wiki/Wikipedia:Text_of_the_Creative_Commons_Attribution-ShareAlike_4.0_International_License" title="Wikipedia:Text of the Creative Commons Attribution-ShareAlike 4.0 International License">Creative Commons Attribution-ShareAlike 4.0 License</a>; additional terms may apply. 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