Definition: Customer Engagement Marketing

Customer engagement marketing has been a prime concern for enterprises of all sizes for decades. Companies adopt engagement marketing tactics and search for new brand trends to ensure offline and online brand engagement. Customer attraction, interaction, and engagement are vital aspects of customer service in the modern internet world. So, you need a unique customer engagement strategy that ensures customer engagement through digital channels. 

You also need to know what emerging trends are in sales management. Go through the content to better understand unique customer engagement marketing trends that help you conveniently engage your targeted audience with personalized messages.

Introduction 

With a drastic shift in the marketing industry, a new strategy has to be formed! Considering the same, social media plays a pivotal role in helping marketers approach their target audience. Considering the certitude that each platform is designed within a different contextual framework, marketers moved to an approach more focused on creating multiple messages for a single campaign that they distribute over various channels. It is designed to attract ‘the right consumer’ with the maximum impact. 

If this appeals to you, you may want to check out customer engagement marketing.

What Is Consumer Engagement Marketing?

Customer engagement marketing uses personalized messaging to move a company’s ideal prospects by capturing the attention of existing customers through the sales funnel. Customer engagement marketing is required to create expressive customer interactions and build brand loyalty. It’s a cross-channel, inbound marketing approach that focuses on Email marketing, Content marketing, Social media marketing, and Marketing automation.

Marketers use data to shape a better impression of their customers and their behavior. It creates more personalized interactions and brings the additional benefit of moving customers along with the sales funnel quicker through targeted, strategic user experiences.

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Customer Engagement Goals And Types

A customer engagement marketing strategy is a plan to capture existing customers’ attention and ensure they have the best experience possible while interacting with your specific brand throughout their journey. Customer engagement aims to offer customers some value beyond your products and services. Top and high-quality products initially entice customers; relevant content is what keeps them around. 

And that’s the goal of customer engagement. It cultivates brand advocacy in your customer base. The right type of customer engagement is designed for the buyer persona. There are four types of customer engagement strategies you need to focus on –

• Contextual Engagement

Contextual engagement is grounded on customer behavior and sends personalized messages according to your search history. 

• Convenience Engagement

‍Any form of brand customer engagement that increases the customer’s convenience can be called convenience engagement. You can try the Amazon Dash Button feature that is an excellent example of convenience engagement. 

• Emotional Engagement

‍All customer engagement marketing activities involving human emotions come under emotional engagement.

• Social Engagement

When your customers like to interact and engage with you on social media platforms, it proves that your performance on customer engagement is of high standards.

Factors Affecting Customer Engagement 

With fast-paced changes in customer experiences and upgradation in technology, what seems consistent is customer behavior, expectations, and needs, and it seems they never change. The factors like cultural, social, personal, and psychological forces influence what consumers do and why. But for brands and businesses to craft the customer experience that can lead them through the next frontier of business, they must first understand what customers truly prioritize. There are some points to be considered –

• Safety and well being
• Convenience
• Trust and Confidence
• Social Responsibilities

Emerging Customer Engagement Trends

In the wake of COVID’19, businesses have been hit differently. The spending from offline to online shopping has shown a drastic surge in the market. The brands have shifted their focus from costs and acquisition to delightful experiences and winning trust. Brands need to adopt a new game plan to stay in the marketing industry – i.e., customer-centric. 

Customer-centricity is the key to growth strategy. Here are a few customer engagement trends that customer-oriented brands need to know while building impactful experiences for their targeted  audiences while keeping up with altering industry and consumer demands.

Customized communication supported with appropriate data points helps companies break through the chain of standard messages and stand out in an increasingly inundated digital market. Doing so is essential in treating your customers as unique individuals and offering relevant service.

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• All Access Channel – Omnichannel

What happens when an executive fails to address your query or you have to state your concern over and over again? Frustration and skepticism in the particular brand. The only reason is that they don’t have firsthand information.

Here channel synchronization becomes inevitable and essential. Many companies are heading forward keeping this approach in mind; they are working with advanced contact center technologies to deliver the same.

For successful delivery, businesses should use a single API to facilitate any digital channel (including SMS, chat, and email) to engage with their customers in one place. With one customized view of the customer from a single location, regardless of whether your team is in sales, services, or marketing, you can offer customers a great experience while saving time and money.

• Voice AI

Over time AI has minimized manual efforts. Not only this, but it has also proved its worth by providing a human touch to customer interactions through personalized campaigns. Today, marketers have quick access to AI-based advanced tools. The primary value of this tool is the speed at which marketers can analyze large data sets to generate predictive insights.

If the company adopts advanced data-based marketing automation, it will likely offer lucrative discounts and content suitable for diverse consumers. With advancing machine learning, marketing automation capabilities are becoming more human-centric.

• Digital Transformation

Traditional setups were transformed into digital marketing within the blink of an eye. The entire marketing strategies changed overnight with the onset of Covid’9. Not only did the companies on the verge of digital transformation step ahead but also those that never dreamt of this transformation. Rapid growth in digital customer interaction was witnessed during this pandemic.

The helplessness of staying indoors made the consumers realize the benefits, utility, and convenience of online purchases. The technological transformation in the embodiment of mobile applications, automation, AI usage, and more have influenced consumer habits. It has been proven that Customer engagement platforms are rising above and helping organizations to understand the changing customer demands and behavior.

• Hyper-Personalization

Post-pandemic, there has been an inclined sales in the online market. People have built their trust in online shopping and feel elated and comfortable. But when the marketers provide their consumers with a platform that gathers their customer data in one unified view. This process makes it easier to personalize unique campaigns, segment audiences, and strategize about each touch point on your customer’s journey.

Personalization is the key ingredient in customer engagement. Brands that personalize their approach to where and how they engage customers and invest in paid media selectively will win a bounty share of accelerated sales.

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Types Of Customer Engagement Marketing Strategies 

Over the period, technology has upgraded the face of B2C marketing. The brands need to enhance the process of customer engagement. One message cannot suffice the need of all customers, so engaging them through relevant, real-time personalization across all channels has become mandatory for marketers.

Creating engaging customers which impact every consumer has innumerable benefits. A great team of marketing strategists could do wonders for businesses by following simple rules. Let’s look at some of these:

• Stronger Relationships Reap Better Revenues

With growing E-Commerce industries, there is much competition in the market. Similar brands are fighting for their customers, alluring them with lucrative offers, making it difficult for brands to retain their customers. There comes the role of trust and a healthy relationship with your customers. 

By creating customized engagements for the customers as per their interest, they are bound to return with incredible faith in your company. By building relationships with customers through personalized engagements and automation, you can build trust, earn loyalty, and smartly increase your retention rates. 

• Your Brand Voice Is Your Customer’s Choice

Consistency is the key to success. Providing customers with a consistent experience in all their purchases is a bit challenging. While working with multiple team members and external agencies on several cross-channel campaigns, achieving this consistency can be put at stake. To avoid getting into this trouble and master this skill, you have to tie your content together. 

You have to set a clear brand voice to achieve your desired goal. Go with a Tone of Voice guide to do the same Using this guide, you can break down your brand mission and values. It will give readers clear examples of how to use the guide in creatives. 

Make sure to update any new team member or new agency patrons with a handy guide of your brand voice. 

• Personalized Interactions

It is the human tendency to feel special when offered something with a personal touch. The future of customer engagement lies in personalization. From custom communications to curated online and virtual events, create personalized customer experiences that let consumers know you are in tune with their needs and interests.

Once you’ve collected and stored your customer data, turn that data into personalized content. You still need to design your strategy. Don’t forget you already have raw materials and inputs for one-to-one engagement marketing.

Keep in mind, your customers don’t just want content. They want a completely personalized experience that compels them feel valued by your brand. If you can hit the cord, then there is no looking back, and you’ll surely see considerable returns in your business.

• Get Creative With Engagement Campaigns

You are on the right path and track if you know who your customer is. To engage your customers, you must ensure that you are listening. Analyze your customer, sales datam product, and review feedback to personas that represent your valued customers, covering critical points like: 

• Age 
• Demographic
• Common pain points and key motivations
• Potential sales objections 

Once you get the answers, it’s time to move ahead and get creative and build them into your campaigns. First, show your target customers that your products are relevant. It also demonstrates how your products have solved the queries of other customers. Several online researches have shown that 79% of online shoppers trust and prefer online reviews like personal recommendations that can work in your favor.  

• Capture Business Analytics

Data analytics is the base of customer engagement strategies. It’s not easy to know what works and what doesn’t with your customers. What exactly do customers like or dislike? Customer feedback data is the answer to all your questions.

You can gather customer information and data, and analyze them from different sources — customer satisfaction surveys (CSAT) or NPS, for example. For more long-term insights collected from your customer interactions, a customer experience platform can be the answer.

Unique customer engagement marketing strategies with personalized messages

When it comes to winning customers on call, you can adopt unique customer engagement marketing strategies and check new trends that make a difference with personalized messaging solutions. 

Conclusion 

As we all know, the market is boomed with many brands selling the same product, and it has become important to engage consumers for repeated purchases. It is the need of hour for companies to bring repeat consumers encouraging revenue generation. 

Today’s successful brands not only keep their customers engaged by repeated purchases but also keep them loyal by offering incentives, giving personalized attention, or providing educational content that has been their customers’ interest factor. Treating loyalty members in an individual or personalized way drives customer satisfaction and lifetime value. Customer engagement  is another way to move from only conversions to a broader customer satisfaction revival.

Customer engagement builds 1:1 relationships with your customers by focusing on personalized touchpoints. This redefined marketing strategy has proven to be a boon for marketers and the industry as it improves your brand’s overall customer experience.

No sooner will all businesses rely upon personalizing the customer’s journey. The ones who can hit the chord by prioritizing their customer’s experience will undoubtedly emerge victorious. 

If you need customer engagement solutions that can help win customers, you must take advice from a leading cloud communication services provider in India. For more information on B2B cloud-based communication solutions, call 1800 137 3839 or email Fonada executives at info@fonada.com.

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