How is Customer Engagement important for Web and Mobile marketing strategy?

customer engagement

With billions of mobile devices in the world, consumers are using advanced and highly functional mobile devices to become more connected and empowered. Web and mobile technologies are giving the consumer/marketer relationship a whole new perspective. It is no longer only the importance of conversion of a lead, but engaging the consumer for a longer term can be a fruitful investment for a business. Hence, there is a rise in stakes for brands to engage customers through these new mobile channels.

So what is customer engagement? From a marketing point of view, engagement includes establishing strong customer relationships and strengthening the relationship with ongoing customers. The aim of customer engagement is to encourage them to spend more time with the company’s brand. Apart from customers tending to spend more money, this form of engagement can also ensure their loyalty.

How to initiate real-time customer engagement with mobile marketing

There have been many ways that are already on the run when it comes to mobile marketing. However, in this world of innovativeness, there are new trends that are always kicking in to get more customers on board:

  1. Increase real-time web/mobile interaction: Mobile marketing isn’t only about e-mail marketing but it’s also important to lead interaction with customers in other ways. For example, trends such as if a company’s support team uses an in-app messenger system to engage with customers in real-time, it helps them to resolve consumer query and get instant feedback from engaged users.
  2. Hear what the customers have to say: Instead of a one-off experience, companies need to encourage customers for an ongoing conversation. Listening to customers who are already interacting with the company through mobile channels such as in-app messenger services can help foster an open honest relationship over time. Such interactions can create positive experiences and outcomes for the company’s customers. When a customer gets attended to through a messenger system and can see their queries getting attention in real time, it would positively increase brand value.
  3. Generate a mutually beneficial relationship: Customer engagement should feel less like a sales pitch and instead focus more on creating a friendly relationship founded on a customer’s immediate needs. Utilizing customer feedback, if the company can improve their product, then it’s a win-win situation for both.
  4. Launch outbound mobile marketing program: Start with online campaigns. The first campaign can be a preview of what’s to follow. Interactive and interesting follow-up campaigns can help customers decide whether the company’s messages are worth their time. Beneficial deals can be a great way to retain customers’ interest.
  1. Encourage customers to download company’s mobile app: Social media and mobile marketing are inter-related. So engagement via mobile platforms can increase a brand’s value.
  1. Customer driven-ness: In contrast to earlier days when marketing strategy involved calling customers, this new-age system, lets your customers decide when to communicate. By providing them with the necessary platforms, companies can facilitate easy accessibility to customers where they can initiate their requirements.

Customer engagement is strategically important to forge valuable relationships and encourage both companies and customers to come closer for the sake of mutual benefit.

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