Will customer engagement grab market share?

Customer engagement is a term that is bandied about endlessly these days, and for once, it’s for good reason. It’s hardly surprising considering that we are now in the middle of the biggest shake-up in marketing’s history.

Organisations are starting to recognise that they need to execute an effective customer engagement strategy. If they do, they’ll be better placed to grab market share from their competitors.

The customer engagement definition in terms of online marketing can be seen as the way in which your business interacts with your customers (or potential customers). This definition can, and perhaps should also be broadened to include how your customers interact with each other.

Awareness is not necessarily a hard thing to achieve. It is easy enough to catch someone’s attention, but to stay in the customer’s memory and build trust, enabling them to progress through the cycle, that takes extra effort.

A visualisation of the customer purchasing cycle.

customer-purchasing-cycle

To achieve this type of engagement, you need to get to know your customers in a meaningful way. This means working out the online places that they frequent and making your presence there. In addition to being present, customers respond best when they are both being listened to and conversed with, this too in meaningful ways.

Building your customer engagement strategy will take research and planning prior to execution. It will also involve monitoring and measuring the results to determine what works best in your marketplace. There are no easy ROI measurements when attempting to measure the effectiveness or the efficiency of customer engagement, at least not at the start.

The value of an engaged audience is still being widely debated, some two years after I wrote this original post. Where do you stand on the subject?

Photo by rawpixel on Unsplash

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