The engagement model should lay out a systematic approach that engages consumers at all stages of the customer lifecycle, from earliest demonstrated interest through trial to regular and—ultimately—loyal customers.
An effective engagement model will take into account three different venues to interact with customers:
- One-to-one engagement using personalized content relevant to each consumer's interests and needs, and contingent on the consumer's permission. This can include targeted emails or online advertising based on a prospect's purchasing interests or history, as well as targeted and triggered communications stemming from consumer actions, such as a purchase or website visit.
- Social engagement using commercial social media, such as affinity groups on Facebook, as well as non-commercial media that could include sponsored affinity groups, outreach to bloggers and the like.
- Traditional face-to-face engagement leveraging your existing dealer or distributor network to reach consumers, as well as direct-to-consumer impressions through in-store events or representatives.
With consumers in charge, it's essential that your communications through these engagement opportunities be personal and respectful. You must always give your recipients the opportunity to opt out, to avoid creating a negative impression that could drive a consumer to become a negative influencer.
Because your goal is to build a community or network of positive influencers, your communications should always offer recipients opportunities to socialize their consumer experiences, through social engagement venues such as Facebook and Twitter, as well as any affinity groups you may sponsor through your website.
4. Data management is an essential component of your strategy. Because effective engagement revolves around relevant communications, you must have an actionable data management solution in place. Timely, meaningful messaging requires timely and accurate customer data, effectively linked to outbound marketing channels.
Fortunately, the options for gaining a comprehensive view of prospects and customers by identifying and employing rich datasets have never been stronger. For example, it's now possible to bring together varied data resources, such as offline demographic, psychographic and lifestyle data; purchase behavior, including online and offline data; and comprehensive online behavior via clicktrack data. The result is detailed audience profiles that guide both relevant messaging and effective targeting for online media placements.