When it comes to marketing, engagement has come a long way. It began as an afterthought: something marketers would add in if they had the time or money left. Fast forward to today and it’s one of the top considerations when planning a strategy. Its evolution is clear, but where does it go from here?
It wasn’t until the internet that engagement took center stage for marketers; suddenly people could actively engage with brands on their terms and in an intimate setting. This meant the opportunity of a lifetime for businesses, allowing them to more accurately measure ROI and tailor campaigns specifically to target markets.
Theories cropped up predicting how beneficial engaging customers would be, though few believed that equaled sales until social media results started rolling in – and then everyone wanted in on the game! Today there’s no doubt that incorporating customer interaction into marketing plans pays off financially; according to research conducted at Vassar College “…engagement has been statistically associated with increased performance outcomes such as purchase intention ..” When used correctly (i.e., giving customers what they asked for without appearing spammy), companies have seen success in developing relationships with prospects & reaping substantial rewards.
So what lies ahead? The mobility trend is just getting started – good timing - since mobile users tend towards higher levels of engagement than other platforms because of its intensely personal nature. With most consumers now using multiple devices every day, companies are having to become increasingly creative when thinking up ways to reach them wherever they are online - which should offer further fuel for sustained growth and expansion for many years to come!