With a rise in social media and internet communication, the personality, mix, and behaviour of customers have changed which calls for new and innovative engagement strategies. Engaging a customer through advertisements is a tough ball game for most companies. Achieving high engagement levels require continuous customer interaction which is meaningful and aimed at providing a solution to their most basic problems. Ignoring customer engagement can be a serious barrier to effecting digital marketing strategy. Instead of applying the traditional “Push” marketing, Digital marketers must focus on a mix of pull (primarily) and push strategies. According to an engagement marketing motto, “Ask not how you can sell, but how you can help.” Worry not because we will help you find the right solution to this universal problem.
Customers consider “Value” as the Top Priority
Sawhney says, “Engagement marketing means leading with content, not products”. The content that marketers sell must be meaningful and appeal to the customers in order to derive higher customer engagement. Until the customer perceives something of value, the product will not be a hit.
Building a Community
“Baat karne se hi baat banti hai” is an apt statement for digital marketing services in India. Customers always want and seek validation from other customers. They seek to have a dialogue not only with the brand but with other customers as well. Nike has adopted the concept of building an online community by providing workout advice.
People like Inspiration
Customers value useful information but they also need inspiration for adopting a new product or service. One of the ways of inspiring a customer can be by sharing your company’s mission and vision. Try to paint a picture of the future where your product plays an important role and see how inspiration plays its part. Many companies such as Chipotle, Starbucks have launched their marketing campaigns on inspirational themes.
Entertainment, Entertainment, Entertainment
And in the end, it all boils down to the most important factor-ENTERTAINMENT. If the customers are not entertained by your digital marketing services in India, the attention moves to something else. Commonwealth Bank introduced an interactive online game to promote its new Cardless Cash Technology and winners had to go to a commonwealth wallet to claim their prizes. This created a stir among the online community and made entertainment one of the most important factors for marketing. So, we must always consider advertising as a service and not as an interruption because the digital marketing services in India offer value in exchange for the customer’s attention.
Engagement marketing is more than relationship building