18 December 2019
Every business needs a very strong and recognizable brand identity so that customers can identify with the brand. Doing so helps create an indispensable empathy for positioning. To achieve this, effective customer engagement is required to create and cultivate the emotional connection between people and the brand. This is an extremely important process, which must be included within the marketing strategy of every campaign.
However, there is no pre-determined method for every company, since each brand is the result of a different story and, therefore, must strive to communicate with its customers in a unique way. To do this, multi-channel customer engagement strategies can be used, adapting the tools and the communicative language to the users' needs, offering a service that is impeccably personalized.
Customer engagement, which is the method by which brands interact with their customers, makes it possible to analyze some procedures to help improve brand loyalty. Loyalty is a very strong feeling that is fundamental to a company, and is built over many years through a long process of gaining customer respect and positioning the brand correctly. If the endgame is brand loyalty, then a means to get there is impactful customer engagement marketing.
In fact, according to several analysts, it is essential for a business to focus on brand retention, since selling to a loyal customer base is up to 7 times cheaper than doing so with first time users who are still in the introductory and education phase.
A user who regularly buys the products of a brand in all likelihood will continue to turn to that company for subsequent purchases based on familiarity, quality, price, choice or shipping service.
Customer engagement activities must be carefully planned based on the company's marketing strategy, target audience, sector and the medium typically used by the customer, as well as long term business objectives. Starting from this criteria, it is possible to undertake communication, advertising and interactive campaigns that will situate the company's positioning.
There are a range of marketing channels a company can use, from social media and email marketing, to corporate blogs and videos, sponsorship of initiatives and events. The objective of customer engagement campaigns is to make a brand recognizable for its values, creating a deep bond between the company and the customers around them.
Each company uses completely personalized omni-channel strategies for customer engagement to communicate with where users feel most comfortable. An efficient customer retention campaign allows companies to benefit from the results of these actions over the long term. Although it is an investment with a particularly slow return, ultimately there is a very strong impact on brand loyalty and on the future positioning of the brand.