Part 3 – Engagement Marketing: What is it and How to Implement for Success
“The aim of marketing is to know and understand the customer so well that the product or service fits him or her and sells itself.” —Peter Drucker
What is Engagement Marketing?
Engagement marketing is a marketing strategy that directly engages consumers by inviting and encouraging them to participate in the evolution of a brand. Email Marketing is a leading online engagement marketing tool requiring your audience to signup to receive unique and personalized email communications.
Consumers continue to become more tech sophisticated with their web savviness and in their preferences on how they wish to connect with brands online. What this means is that consumer expectations are also growing. Part of this translates into an invitation for marketers to send their audiences specific targeted customized experiences and to spark valuable engagement.
Today’s sophisticated buyers will immediately lose interest (and even unsubscribe) if you fail to implement Engagement Marketing into your strategy. Some of the things Engagement Marketing surveys are your subscriber’s personal preferences, browsing and purchasing history. If your current tactics do not include smart data (that is easily-accessible) behind the scenes, you risk losing brand loyalty and FAST!
It’s impertinent that you keep in mind that what you are striving to do is to cater to your customers and really provide them something they want to see in particular, something with a specific value to them, not merely going in for a sell.
Nothing less than content that is relevant to a recipient’s distinct welfare and conduct will do. This notion hinges on the prophecy that if you keep your audience enticed and engaged, that relationship will further build brand loyalty and prove more profitable in the overall scheme of things.
They will be more inclined to purchase from your company when you share a relationship based on understanding their preferences and behavior, as well as trust in the process.
Want more proof… In a recent Experian study, personalized emails have proven to generate six times higher transaction rates and have 29 percent higher unique open rates than non personalized emails. Personalized triggered emails also result in more than double the transaction rates of non-personalized trigger emails. Now why would any business ignore this kind of concrete facts!
How to Implement Engagement Marketing for Success
Given the rapid data explosion of today, the pivotal marketing challenge to stay relevant and engage your audience is to continue to offer real value with the hopes of increased Return on Investment.
Our goal at EverEngage is to become pioneers in helping businesses of all sizes easily and painlessly implement Engagement Marketing into their strategy. It is no longer only the power companies with huge marketing dollars in the bag and their intimidating online presence that can dominate the marketplace with their engagement tactics for full advantage. The brain power behind Engagement Marketing is the data-driven technology fostering unique customization.
Data-driven customization is a two-fold concept, consisting of (a) behavioral patterns and (b) event-based triggers.
Behavioral Patterns: We at EverEngage have built-in technology that analyzes and dissects consumer online behavior and patterns to generate data that will help with the design of a personalized marketing strategy unique to that person’s particulars.
Event-Based Triggers: Another interesting aspect of data-driven customization hinges on certain event-based triggers, which only kick into action after a particular, pre-specified event takes place first. Once a pre-determined event occurs, only then will a relevant pre-set message be released to the recipient.
Before Engagement Marketing can send triggered emails or generate segmented criteria, some of the things data-driven customization will analyze are the following:
- Customer’s ACTION of opening an email or clicking on certain links in an email.
- Customer’s INACTION of not opening an email and not clicking on certain links in an email.
- Customer’s last interaction with a specified email? Number of days, months may be specified.
- Customer’s behavior during a visit to your website? Pages visited, length of time on the site, downloads, etc.
- Customer’s personal preferences and identifying information. Age, gender, birthday, interests, etc.
- Customer’s abandoned shopping cart.
The movement toward Engagement Marketing has already begun amongst the larger online contenders in the marketplace, including Amazon, Pinterest and the like. We at EverEngage strive to master the technology to allow for all businesses to take advantage of “Smart” data.
Here is a prefect example of a personalized email by the online fashion retailer Lyst. It’s telling me that the tie I wanted is back in stock and I can “buy” with one click… nice!
Consistency Across All Modes of Communication
The advanced technology behind Engagement Marketing will also be able to correlate information between the varying channels of communication that your audiences rely on day to day, whether it be phone, tablet or computer.
The various mediums used to access communications should all correlate with one another for delivering a personalized unique experience that is consistent all around. It lays the foundation for branding and trust in your message.
The time has passed where batch and blast or even a simple list segmentation is suffice to entice your audience and your full potential. It is vital to pursue each customer differently and Engagement Marketing takes the hard work out of this very personalized approach that generates a unique experience for each customer.
The Art of Engagement Marketing