consumer engagement
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4 simple steps to improve consumer engagement

4 simple steps to improve consumer engagement | consumer engagement | Scoop.it

Brands that don't understand online behavior engage with consumers at the worst times. Here's when customers are ready to shop and how to best connect with them.

 

Brands live and die by their ability to understand and target consumer behaviors. When digital marketing strategies align with consumer online shopping behaviors, it's a major accomplishment for brands eager to capture their share of the digital marketplace.

 

The catch is that marketers often base digital spend on assumptions and perceived consumer behavior rather than the actual ways consumers interact with brands online. As a result, investments designed to improve consumer engagement -- email promotions, social media interactions, mobile spend -- frequently miss the mark, compromising the brand's ability to connect with the right consumers at the right times.

 

The misalignment of brands and consumers is even more relevant during the holiday shopping season. For instance, a recent study showed that half of consumers are influenced by social media when making online purchases, but only 8 percent of Facebook campaigns and 4 percent of Twitter campaigns focus on money-saving promotions. Unless big brands effectively calibrate their marketing strategies to align with actual consumer behaviors, it's unlikely that they will be able to achieve holiday sales targets -- not to mention sales goals for the rest of the year.

 

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Via DavidShin
Peggy Yao's insight:

Consumer engagement simply means the integrate activities between the brand and consumers, how will the consumers feel connected and involved. It is a marketing strategy that stimulates consumers’ involvement to the brand resulting in changing consumer behavior such as requiring a sale or different attitude toward the brand. In this article, Michael Fisher has mention that most of the marketers has missed the core meaning of consumer engagement, before the marketers get consumers to engage the brand, we have to fully understand our segmentation’s consumer behavior so that we can target the right people in the right time to increase our efficiency in marketing.

Four tips that have been introduced to improve consumer engagement, first of all, the article has provided the research data that is indicating the behavior of consumer especially online shoppers, when they shop how they shop and were they shop. Furthermore, as we know, in order to success the long – term goal in marketing is to express a comprehensive and consistent message toward the consumers, however, what about the short- term objective? The four tips that are being mention in the article mainly focusing on improving consumer engagement in short period of time during holiday retail season, it also illustrates how powerful is the digital device that can drive people’s behavior, last but not least how marketing promotion lunches in the right time is also crucial for a success marketing campaigns.  

 

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Joly Yuan's curator insight, September 26, 2013 10:37 AM

This article is mainly about specific consumer engagement, referring to the online retailers. The article states how to improve consumer engagement when digital marketing strategies align with consumer online shopping behaviors. It is suggested that the best ways to improve consumer engagement is to have the right timing with the right consumers. Then the author indicates that there are four useful steps to improving consumer engagement. Firstly, it is better to start early to promote specials, discounts, and exclusive offers to consumers. Secondly, bands need to segment their consumer, and send more frequent and urgent messaging to reminder audiences to shop with us. Thirdly, the marketers should understand when the right time for consumer online shopping. Lastly, marketers should interact with the consumer on mobile more frequently. In my opinion, this article is really helpful for understanding ways in which businesses can improve consumer engagement.

Kimberley Mar's curator insight, March 18, 2014 7:10 AM

This article reinforces the importance of improving consumer engagement for a brand. The survival of a brand is based on understanding and targeting consumer behaviour, which are vital to comprehend in order to maximize your brand's potential. For instance, online brands need to align their digital marketing strategies with consumer online shopping behaviours in order to capture a share of the digital market place. In order to do so, marketers need to understand the 'actual' ways consumers interact rather than make assumptions or perceptions of consumer behaviour. From this article I have extracted 4 concepts that a company could perform in order to improve their ability to engage with consumers via online channels of marketing: 1) Start Early, in relation to emailing promotions and including free shipping options, discounts and exclusive offers which will drive purchase decisions. 2) Segment Audience, by targeting shoppers with frequent and  urgent messages that have deadlines for offers in order to avoid message fatigue. 3) Consider Timing, relates to the release of the promotional material at specific times of the day when consumers are most likely to be online. By understanding these consumer buying patterns, marketers are able to establish a system that will release promotional materials at peek hours. 4) Leverage Mobile, will take advantage of the constant use of the mobile phone by enabling consumers to view messaging and interact with the brand via online platforms accessed via their mobile. High levels of consumer engagement are vital for the survival of a brand and once achieved, allows for comprehensive and consistent marketing strategies to be implicated. In conclusion, by aligning digital channel promotions with the real-world consumers behaviours, in the long term result in increased return of investment and establish strategies that deliver results. 

Shichi Zhong's curator insight, May 14, 2014 12:21 AM

Good article and very clear points. It mentioned that social media is now a very important tool to develop consumer engagement. I agree with this opinion, most people now choose online shopping rather than go to the physical stores. This is actually a marketing change from physical to online model. If companies want to improve consumer engagement they should pay more attention to social media area and online sale model. This is the future marketing key element. The author talk about 4 steps to improve consumer engagement,  these steps can truly help marketers to develop the market well via social media tools and therefore gain the consumers

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Instagram registers consumer engagement 18 times that of Facebook: L2 Think Tank - Mobile Marketer - Research

Instagram registers consumer engagement 18 times that of Facebook: L2 Think Tank - Mobile Marketer - Research | consumer engagement | Scoop.it

Instagram is becoming a core platform for brands to engage with consumers since it registers consumer engagement 18 times that of Facebook and 48 times that of Twitter, according to the latest report from L2 Think Tank.

 

The "Intelligence Report: Social Platforms" found that the visual component of Instagram has helped the platform grow to 100 million users with the average luxury brand having 100,000 followers. Other visual platforms such as Vine, Pinterest and YouTube have grown significantly and continue to be platforms for brands to deeply engage with consumers.

 

"For all the mindshare that it occupies, social media ultimately drives very little ecommerce, less than 0.25 percent, and site traffic, less than 3 percent, for prestige brands," said Danielle Bailey, research lead L2 Think Tank, New York....


Via Jeff Domansky
Peggy Yao's insight:

Social media currently has been played a very important role in marketing, such as engaging consumer toward the brand and integrate communicating with consumers. However, as this article has mention” Marketers need to find where their consumers are and then create a presence there” this is going to make the marketing activities more efficiently once they reach their target audiences.

 

This article is mainly focus on premium brand promotion on social media, especially on Instagram, a heavily visual content-based platform. Erin shea stated that some of the international well-know brand as been hashtag on it eventhough the company itself has not set up an official website on it. It illustrates how strongly will the social media impact on consumer involvement. Whereas, from my point of view, although social media can reach a wide range of consumers and very low cost of promotion, what is marketer has to be aware of is the communication with consumer. A well communication with the target segmentation is an essential element to increase brand positive image and equity. Especially with the consumers that are already engaging with the brand. Effective messages or topics to engage consumer in the conversation create buzz. It is not necessary have to relate to the product, the topic could be the life style, current event or global issue that is related to consumer personally.

 

To conclude, social media does bring a significant different in marketing strategy, however, how does marketer use social media is a crucial component that drive a company grow in this competitive environment. It brought us ease but also challenge marketer to think of the best idea in between all of the brands.

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Anna Kong's comment, September 26, 2013 9:31 PM
i agree with you jian wang. this article is very informative, it shows that by engaging with consumers it does help the company with its branding and it also applies for free markets.
oliviachristy's curator insight, October 2, 2014 6:00 PM

Consumers need to be engaged or they will switch off. The implication for marketers being that their messages won't be transmitted. 

Facebook is more content heavy than Instagram, with more opportunities for users to engage; group formation, events, sharing for example. Perhaps that has become their downfall in managing to keep their users engaged.

The more messages we see daily, the more we filter out. Instagram is free from complexity and a bombardment of messages and content. It might be its simple, image based, to the point structure that holds an increasingly impatient publics' attention.

luke sumich's curator insight, October 2, 2014 10:38 PM

Want consumer engagement for a luxury brand? Use Instagram