Gradual engagement starts from the idea that true engagement isn’t in campaigns, but in small interactions between brands and consumers. Interactions, to engage consumers by little baby steps. Small steps that, all together, make a giant leap. But more importantly, steps that engage people 24/7/365, not just during campaigning season.
That means you need both larger efforts with big impact during a limited amount of time (campaigns) and continuous, smaller efforts to gradually engage people (programs).