Engagement, A Critical Word in Today’s Marketplace
The word engagement defines the action of being committed, to occupy a presence, to attract or cause someone to become involved. For marketers, the word clearly defines the level of brand loyalty and repeats purchase, the true measures of the health of a brand. The challenge for marketers is to define the most effective approach in engaging their target group within an environment where consumers are being bombarded with a wide range of messages and offers from a broad source of vehicles.
Today consumers lack the time to explore the right option to suit their needs or the level of risk to try something new. Adding to the challenge, customers and employees are skeptical about company claims and commitments and confused about who is working on their best interest. The market downturn and the erosion of corporate credibility by a wide range of high profile organizations have further fueled this sense of confusion. Therefore, the following topics will be covered:
- Definitions of the key factors in the Engagement Pyramid
- Examples of firms who have embraced the engagement model
- How to translate the engagement model to actionable strategies
