How low-involvement products can engage consumers

Brooke Hemphill

This article demonstrates how marketers can create high impact marketing on low engagement products, such as financial products.

According to Brent Smart, chief marketing officer of insurance conglomerate IAG, there's no such thing as low-involvement products, only low-involvement marketing.

"Low involvement, low interest, low engagement, low tolerance – that's what I've got for those words," he said.

"They're marketing terms that are actually excuses for doing low involvement, boring marketing. They're excuses for creating marketing pollution and if there's one thing the world doesn't need, it's more marketing pollution."

Smart noted that certain products have an unfair advantage when it comes to being interesting by being beautiful, original or innovative – words few people would use to describe...

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