Customer engagement marketing
Customer engagement marketing is defined as a marketing strategy that focuses on providing your customers with customized messages with your brand. Also increasing interaction with customers on any of the channels they want.
Ideally, the best customer engagement is a two-way conversation, and content is the primary medium for brands to initiate and maintain a conversation. Companies can engage with customers on a variety of channels, including email, the web, social media, social forums, and more. Add in machine learning, you can suddenly predict future behavior, recommend products. It enriches the conversation to deliver something better to customers than your products and services.
The customer benefits significantly from this because all of these customization fuels ensure that brands deliver what they want, address their pain points. It provides solutions that generate an emotional response. This is the best way for a brand to prove over the years how valuable and loyal its retail customers are to its audience.
Leveraging Customer Engagement Marketing
Customer engagement marketing is not a completely new concept. This should be the goal of all marketing, and most brands want to engage with their customers. But some do it better than others.
The main challenge for marketers is getting a lot of demands on their desks. Because everyone wants you to prioritize their content over everyone else, marketers spend more time managing customer profiles. Then pulling data from different settings, and slapping email and social messages together to fulfill the purpose of the week.
It leaves little time or energy to develop an effective customer engagement strategy. If you do not think carefully about the full omnibus width of engagement options, you will end up with a vague execution and waste of your resources.
Proper, well-executed customer engagement marketing will make customers feel like they are the authorized members of the brand, promoting customer loyalty and reducing customer bustle.
Why Brands Should Shift to a Customer Engagement Marketing Strategy
As a key component of customer engagement marketing, content marketing is growing every year, whether we believe it or not, thousands of brands are not investing in content or are just starting to do it now. According to EMarketer, about 80% of marketing professionals around the world say they expect content-led campaigns to grow over the next two years.
When asked by US CMOs to prioritize spending dollars on marketing, 86% declared content marketing to be the most important (CMO Club).
There is a reason for this rise in content marketing. According to an Adobe study, brands that marry have a strong omnibus presence with content strategies:
- 10% increase in YoY growth
- 10% increase in AOV (average order value)
- 25% increase in close rates
We certainly believe that this will help develop a new focus on customer engagement marketing.
How Customer Engagement Marketing Works
The first thing your marketing team needs to decide is what is the best customer engagement marketing for your brand. It depends on your content and your audience.
Create stories that pull the reader inside
In a Prezi report, more than half of respondents said they opt out when a story lacks substance (30%) or does not mentally challenge the reader (24%).
They also disengage when the content contains heavy text or bullet points. These things are a hindrance to telling a story. It readers will be less likely to remember anything your content says.
Ironize your engagement strategy
Since engaging content is already a thing, you do not have to create a program from scratch. You need to go a little deeper into your content marketing strategy. Then think about what else you can do with your content.
Tools and Tricks to Help Your Customer Engagement Strategy
Now that you’ve got your strategy on paper, it’s time to make sure you have the necessary resources to make engagement marketing work. Your single largest asset – data – is a manageable technology stock and, of course, includes a large team of marketing strategists and writers.
Integrate your touch points
Tons of brands use technological solutions to engage their audience. It’s always been that way, but talk to any marketers who pull data from those tons of cheap solutions and you’ll immediately see how brutal and useless that kind of work can be.
Find a site that specializes in engagement
One of the best things you can do is find a site that integrates with your touchpoints and pulls data together. A Customer Engagement Platform (CEP) helps to eliminate silos, consolidate customer data and help reach the customer center. It enables the most intelligent and personalized omniscient engagement.
Customize the customer experience
Once you have collected and logically stored your customer data, you can turn that data into personalized content. You still need to plan your strategy, but you already have the raw materials to market one to one.
Add in AI automation for measurement
We are approaching real-time marketing all the time. This is due to AI-enabled automation. Marketing software is evolving at a rapid pace, allowing the retailer to excel at delivering incentives or recommending products based on the customer’s past browsing and purchasing behavior.
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