Customer engagement is a form of interaction between an external customer/consumer and an organization (company or brand) through various online or offline channels. It is the emotional connection between a customer and a brand. Highly engaged customers buy more, promote more, and demonstrate more loyalty. Providing a high-quality customer experience is an important component in your customer engagement strategy. Keeping your customers emotionally engaged enables you to foster a sense of reciprocity that keeps them emotionally connected to your brand.
Web design firm Lilo says that online customer engagement is qualitatively different from offline engagement as the nature of customer’s interactions with a brand, company, and other customers differ on the internet. Discussion forums or blogs, for example, are mediums through which people can communicate socialize in ways that cannot be replicated by any offline interactive medium. Online customer engagement is asocial phenomenon that became mainstream with a wide adoption of the internet in the late 1990’s, which has further expanded technical developments in broadband speed, connectivity, and social media. These factors regulate consumer behaviors in online communities resolving directly or indirectly in relation to the product categories and other consumption topics.
The process leads to a customer’s positive engagement with the company or offering as well as the behaviors associated with different degrees of customer engagement. Customers need to be more emotionally invested they are in your brand. This emotional investment enables them less likely to shop with a competitor and what so strongly connects customer engagement to customer loyalty. Customers don’t want to feel like the they’re missing out on something. Through value addition that a customer has with your brand, you’ll create a powerful switching barrier. They will be less likely to shop with a competitor since they’ll miss out on the additional value they could earn from your store.
A successful consumer engagement accomplishes that goal by:
Giving emotional connection to the consumer with the brand.
This ensure a that you actively engage the customer to your brand and in turn build loyalty. It builds and creates trust with the customer, who will eventually develop a liking and create referrals about your product or service.
Creating ongoing, omnichannel conversations.
Thousands of brand-related messages are exposed to the consumer each day but are only aware of 86 and only engages with 12. It is not enough to just talk about your brand and hope it gets noticed statistically; it won’t because you have to talk to someone. You have to do more than get and keep their attention; you must also convince them to act in response. In other words, if you’re not encouraging consumers, you have very little hope of turning them into loyal customers.
Distinguishing the brand from its competitors.
Today’s consumers expect the communications and offer they receive to be tailored to them at a one to one level. In the past, interactions were through agent interaction, but technology now allows companies to personalize communications on a mass scale. As customer relationship management, customers want to feel valued, and they want to know that you know them, even in interactions that are not human-to-human. If your message is going to make it to the final 12 brand messages that consumers actually engage with each day, it needs to be so relevant that it can’t be ignored. When you find the sweet spot, you’ll see consumers taking the action you want at the moment (for example, clicking a link or making a purchase) and remaining loyal in the long run.
Consumers have the expectation to engage in the worth you over multiple channels, and 60% will actually switch channels depending on where they are and what they’re doing. 68% also expect the information they give you on one channel to be available on others, and 91% expect to receive consistent information over multiple channels. To boil that down, customers expect to be able to start a conversation with you on one channel and then continue it across any others that are convenient for them. According to customer engagement, best practices failure to capture their attention may lead to loss of interest by them
It aims to create, influence, or simulate customer behavior, which places conversions into a more strategic context and is premised on the understanding that a focus on maximizing conversions and can, in some cases, decrease the likelihood of repeat conversions. Customer advocacy has been a goal for marketers. The rise of offline user-generated content has directly influenced levels of advocacy. Customer engagement targets long term interactions, encouraging customer loyalty and advocacy through word of mouth. Customer engagement is more consistent online, the internet is the basis for marketing efforts. In recent years experts have dubbed video one of the most important developments in the marketing world, and it’s not going anywhere anytime soon. Video is no longer an up and coming content marketing trend; it’s an integral part of many companies marketing plans. And it’s effective, too, including videos on your landing pages can increase conversions by 80%. In addition, 92% of mobile video consumers share videos with other people. A video is a powerful tool for reaching and engaging your target audience. A good video marketing strategy should include taking your efforts to the next level.
- Tutorials and demos.
- Tell stories that develop your story and use videos to share it with your audience.
- Create a posting schedule.
- Show your personality; they are likely to watch videos that are engaging and full of personality
- Incorporate customer-generated content; people love seeing themselves in videos, so it’s important to make your customers the stars of the show
- Don’t forget a call to action; include calls to action in your videos.
- Evaluate success; in order to create a successful video marketing campaigns, you have to understand and evaluate the effectiveness of your video marketing strategies.
In conclusion, a video has gained a tremendous amount of momentum in the world of marketing. Companies find them as attractive in driving traffic to their sites, which in turn can boost and generate sales.