Why Do You Need Engagement Marketing Now?
Advertisement can be effective for capturing the attention of consumers, but it often leads to a short-term transactional relationship with customers. To gain loyal customers, you need them to not only buy from you, but also to buy into your brand and what you stand for. This is why you need to build meaningful customer engagement .
What Is Engagement Marketing and Why Is It Important?
Engagement marketing is a marketing strategy that uses engaging content to start meaningful conversations with your customers through their preferred channels. By encouraging interaction with your brand, it nurtures brand connection, builds genuine relationships, and paves a positive path to purchase and customer loyalty.
Implementing an engagement marketing strategy involves sending valuable, personalized content across a wide range of channels, such as email, blogs, social media, SMS, and push notifications, to increase customer engagement. Engagement is any type of interaction with a piece of content, from clicks to likes, shares, and comments.
There are different types of engagement, including active, ethical, contextual, convenient, and emotional. Effective customer engagement makes your audience feel understood and part of your brand. This, in turn, encourages action, drives loyalty and reduces customer churn.
Engagement marketing meets the needs of today’s empowered consumers. It puts them at the heart of your marketing strategy. It also adds value to their lives by providing helpful information, solving their challenges, and inspiring them.
What Are the Benefits of Engagement Marketing?
As well as delivering value to today’s customers, engagement marketing also offers numerous benefits for brands:
- · It helps brands develop buyer personas
With improved customer engagement, you can generate more data to expand and refine your buyer personas for hyper-personalization.
- · It increases brand awareness
Engagement marketing places you in front of your target audience on a regular basis, increasing brand awareness. Awareness is crucial in today’s highly competitive market. It helps people understand, recall and become comfortable with your brand and products. The more familiar people are with your brand, the more likely they are to spend their dollars with you.
- · It builds trust and brand authority
By continually sending out personalized, informative, and inspirational content at each stage of the purchase journey, you can position yourself as a helpful, knowledgeable, and attractive brand in the eyes of your customers. This can help grow trust, which ultimately gives people what they need to take the next step to conversion.
- · It helps you acquire and keep customers
Because engagement marketing builds brand awareness, nurtures relationships, and grows trust, it can help you drive leads and acquire more customers. While the results are not as instant as other types of marketing, by playing the long game and being consistent in your efforts, you can not only win customers over, but also increase brand loyalty and create advocates.
How Does Engagement Marketing Work?
To be effective, engagement marketing requires proper planning, implementation, optimization, and upkeep. Here is how it works.
- 1. Set engagement marketing goals
Like any marketing strategy, an engagement marketing strategy needs SMART goals (specific, measurable, achievable, relevant, and timely). You can set many different goals, such as improved engagement, greater brand visibility, lead generation, and more sales.
As well as setting overall goals, set mini-goals, such as ‘create X amount of content per day to reach out to X number of people’. This type of goals can motivate you and your team to maintain momentum.
- 2. Create a complete customer view
Collecting and unifying all your customer data from multiple touchpoints and sources can be tricky. However, it is the foundation of engagement marketing. A customer engagement platform gives you the ability to integrate all your data into one place and break down business silos for 360-degree customer views.
A 360-degree customer view allows you to map the customer journey through their interactions with your brand. Using this information, you can then create effective segments and send out relevant, engaging communications at the right time for seamless brand experiences.
- 3. Analyze your customer data
After you develop a complete customer view, you need to analyze it to gain a deeper understanding of customer attributes, needs and interests. AI-driven data science tools can help you do this effectively at scale, digging into a wide range of on-site and offline data to pull out trends and insights in real time.
You can also use deep learning to predict levels of customer intent and engagement in order to target the most valuable customers.
- 4. Create personalized, engaging content
With your audience and segments already defined, the next step is to create the right content with personalized messaging for maximum customer engagement.
Your content should reflect user interests identified through your data analysis and consider the stage of the customer journey they are at. Visual content, such as video, and interactive content, such as surveys and competitions, can be really effective.
In addition, it is important to know what your competitors are doing, and think outside the box.
- 5. Ensure a consistent experience across channels
Your customers are on multiple channels, so you need to be, too. This means you need to create a consistent experience across all the channels that your customers spend time on.
Leverage AI tools to map your customers’ cross-channel journeys to conversion, and send timely automated content to maximize impact and engagement.
Engagement marketing puts customers at the center. It hooks them into your brand, makes them part of it, and builds trust and loyalty. When running engagement marketing campaigns, be sure to pay attention to your analytics to assess what is working and why. In addition, listen to what customers are saying, ask for feedback and then use what you learn.
* Do you want to elevate your engagement marketing efforts? Get in touch with our team today to find out how our full-funnel solutions can help you!
WE ARE HERE TO HELP
YOU MIGHT ALSO LIKE
Fashion and beauty brands in Southeast Asia (SEA) are becoming heavily dependent on their online presence for revenue generation, driven by a unique mix of cultures, economic maturity and demographics in the region. While there are multiple ways to reach consumers in Southeast Asia, mobile is undeniably the top channel to engage them, as smartphone users account roughly 90 percent of the total internet users in the region, and they spend the most time on the mobile internet compared to the rest of the world. During a panel discussion at the recent FUTR conference in Singapore, Lorenzo Peracchione, Regional E-Commerce Director for SEA, Australia and New Zealand at Sephora, noted that 85 percent of the company’s web traffic in the region comes from mobile devices. To cater to a such diverse audience in an environment where trends are evolving fast, marketers must take advantage of the latest technology such as artificial intelligence (AI) to create unique experiences for customers who are just a click away from switching to another brand or service. Appier’s Chief Revenue Officer Fabrizio Caruso who was also on the panel said, “For marketers, maximum reach, an up-to-date understanding of your customers and what they are likely
As the high sales period of the holiday season approaches, many retailers are hoping to claw back some of the losses they have experienced as a result of COVID-19. However, shifts in customer shopping habits and expectations mean attracting sales requires new insights and presents fresh challenges. What will the 2020 holiday shopping season bring? And how can brands and marketers better prepare to ensure they beat the competition? What to Expect in the 2020 Holiday Shopping Season The good news is that shoppers are not going to significantly reduce their spending this year – despite the tough economic times. However, they will be looking for savings. This year’s delayed online sales event, Amazon Prime Day (October 13-14), generated US$10.4 billion in revenue according to early analysis by Digital Commerce 360, showing 45.2 percent year over year growth. Though other sources suggest more modest growth overall. Regardless of spending, what people are buying has shifted. According to KPMG, cold categories include travel, hotels and formal apparel, while hot categories include major appliances, home renovation supplies, and sports and fitness. As social distancing and health concerns remain a high priority, the trend to e-commerce will also continue – with Forbes
While e-commerce has been on the rise for years, COVID-19 gave it some rocket fuel. Not only did 2020 see increasing numbers of retailers make the shift to digital for survival, but consumers’ willingness to shop online and try new brands also grew. According to figures by Statista, over 2.14 billion people globally are expected to purchase goods and services online in 2021. In addition, by 2023, global online sales are expected to reach 22 percent of all retail sales and, by 2040, it is predicted that 95 percent of all purchases will be digital. In this increasingly competitive market, retailers have to fight tooth and nail to stay ahead. With companies such as Amazon continuing to offer great deals and increased pressure from nimble companies with streamlined processes, there is an increasing need to give customers what they want with a competitive price, in order to grab their attention and boost brand appeal. To do so, brands are using promotional marketing, from digital coupons to percentage discounts and free shipping, to win hearts and wallets. The Negative Impact of Promos on Profit Margins Promotions offer numerous benefits for online retailers, including increasing sales demand, attracting new customers, generating