Consumers are exposed to countless brand messages every day. They see an endless variety of product information and opportunities, from ads, promotions, friends, and influencers on social media to signage in brick-and-mortar stores and website pop-ups. This is consumer engagement. Or is it? Part II will get into why your supply chain is the key to effective consumer engagement. Consumer engagement is part of a larger marketing strategy with interlocking elements that support and complement one another.
The goal of consumer engagement is to establish and maintain a connection with your customers. It is a sustained interaction between brand and customer. Consumers are not the only ones who reap rewards from consumer engagement. You — your company, your brand, your bottom line — stand to gain a lot. Here are just a few examples:. Your consumer engagement strategy should make your customers want to continue buying your product. Engaging customers across touchpoints and channels will increase the likelihood of forming stronger relationships with them.
When you move beyond pitching only your products and begin adding value with activities and incentives, your consumers will be more inclined to turn to you when they plan to make a purchase. No matter the channel — an app, a social media platform, an email, a text message — consumers are more and more willing to share what they think about the things they buy and the experiences they have.
With this valuable data about your customers, you can improve your products and product experiences and continue honing your consumer engagement strategy. For example, if you have a product you know a consumer might find valuable, you can reach out proactively and help them understand its usefulness. You can promote a contest, a promotion, a rewards program — anything.
Artificial intelligence is likely to be the cornerstone of this type of fast, individualized consumer engagement.
