April 30, 2018
Truly effective marketing strategies are ones that have the ability to change and adapt based on the needs and trends of consumer behavior as well as the current marketing landscape. An important first step in your overall strategic approach is to identify and prioritize all potential and relevant marketing channels. Deciding which are the most efficient and most ambitious tactics from the start allows you to more effectively budget the proper dollar amounts and resources to deliver a positive ROI.
One of the most important aspects in determining the most efficient marketing channels is to focus on Consumer Engagement, which is defined as; “every interaction or touch point someone has with your brand and the feelings or perceptions resulting from those interactions.” These interactions can be anything from the way someone reacts to using your product/service or the way it makes them feel, to the customer service they receive when making a purchase. It can also more broadly be applied to the first thing that pops in their head when they see your logo or a product on the shelf. You can then begin to craft these interactions to be dynamic, genuine, and engage with the consumer in a memorable way. This will ultimately generate authentic brand loyalty.
A great way to achieve this direct engagement with consumers is through Experiential Marketing (often times also referred to as Engagement Marketing). Engagement Marketing can be defined as “Directly engaging with consumers and encouraging them to participate in the evolution of a brand or a brand experience.”
This is a trend that many notable brands are shifting their focus towards. Examples of this could be anything from allowing people to test-drive a car using a VR headset, to hiring an artist to create a live art mural. It’s in the moment and something that potential consumers can feel a part of and connect with.
Customers control the success or failure of your brand. Their perception and vocalized feedback will drive growth or halt it. Consumer engagement is a two-way conversation now, it no longer operates like a traditional sales funnel, it’s multiple moving parts in which brands and consumers interact with each other. Your job is to establish that conversation with each audience and engage with them as part of the brand experience.
The old saying “Content is King” still certainly has a lot of truth to it; however, in the current marketing landscape and digital age, “Community” is a close second. Relevant, high-quality, and engaging content is necessary, but so is authentic consumer engagement.
Listen to your consumers and acknowledge their voice, people will spend their money on brands that make them feel connected.