Have you heard of this before? Engagement marketing? Maybe you haven’t heard the words before, but you have seen it at work. Maybe you were jealous too on how good that campaign was performing and even asked yourself or your marketing specialist why your campaigns never get viral or memorable. Well, if that campaign was created with the help of their customers and based on their engagement with the advertised brand, it was successful due to a successful engagement marketing strategy and not just sheer luck.
Once the social media wave hit us, we started to interact differently with our friends, with the brands we love or hate, with everyone present there. So the companies interested in selling their products and services needed to start communicating with us, the potential client, differently. If before the communication was coming from an emitter, and we were all receivers unable to respond directly (newspaper ads, TV commercials, etc.), now we can react to every word, action, picture and video we see posted online by a particular company or brand.
So what is engagement marketing?
A term that is used more and more these days, despite what you might think! Engagement marketing is based on a strategy that has a participative dimension; it involves an active reply or reaction from the target audience. The fans and followers on social media channels are actively participating in the marketing strategy due to their relationship with the brand. And by doing this, they act as brand ambassadors and their connection to the brand only gets stronger. It is smart, isn’t it? Just have a look at Pepsi’s Facebook account and you will see what we mean.
How can you benefit from a real engagement marketing campaign?
Would you like your visitors to promote your products or services to their friends or families? Because this is the kind of thing that engagement marketing can lead to.
- Engagement marketing creates a unique, personalized experience for each user or visitor;
- The communication is accordingly to the values and mission of the company;
- Healthy relationships are built between the advertised brand and its social media fans and followers.
Engagement marketing also has an interesting answer to dealing with customers complaints: instead of providing a support phone line or email address, all it’s done online and in a place where other people can see. The benefit of this transparency is that it leads to trust in the brand and the values it represents. A client doesn’t need to rely only on a brand’s promise; he can live it hence improving the relationship with that brand. Feeling that your opinion matters for a big company creates a positive attitude towards that company.
Would you like to see what an engagement marketing campaign can do for your online business? Give us a call today for a quote!