Why Customer Engagement Is So Important

Why customer engagement is so importantMarketing is consistently becoming more personalized and targeted, focusing on smaller groups of relevant prospects instead of a single, large audience. Marketers need to focus on building closer, emotional connections with their customers to increase satisfaction, retention and revenue.

In the past, companies focused primarily on selling their products to customers without much care for expanding on the relationship and ensuring the target consumers’ preferences are met. A recent study from Marketo revealed that customer engagement is establishing itself as a top priority in digital marketing, according to Forbes. Companies are starting to emphasize the customer life cycle rather than making a one-off sale. Marketers need to provide a unique, personalized experience for customers at each touch point in the sales process. Putting this into practice will require more in-depth content, which will need to be optimized for a user’s device or the particular context of the situation.

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What is Contextual Content Marketing?

Contextual content marketing is one of the biggest trends driving digital marketing in recent years. In fact, content marketing was voted the top marketing activity to drive commercial results in 2015, the Adweek Blog Network noted—outranking big data, marketing automation and social media marketing. Whether you’re hosting a cooking blog or a sample booth at a music festival, your content marketing strategy must contain two essential ingredients: good timing and authenticity.

use contextual marketing to build relationships

Contextual marketing can strengthen brands’ relationships with consumers.

Content Marketing

How Is Digital Marketing Impacting Customer Engagement?

How is digital marketing impacting customer engagementCustomers are more tech-savvy than ever before, and marketers have a huge arsenal of tools available for lead generation. However, consumers’ demands are growing more sophisticated. They want personalized marketing content and to be able to interact with a brand through whichever channel they choose. Using data to refine your marketing efforts improves your ability to maintain engagement with current and potential clients. Data-driven marketing created a number of new opportunities, according to Forbes and Turn’s “Data Driven and Digitally Savvy: The Rise of the New Marketing Organization” report.

It’s hard to create meaningful customer engagement without the personalization capabilities of data. Leaders in data-driven marketing are more likely to report they have a competitive advantage and experience an increase in revenue. Although some companies have been implementing customer data points into their marketing efforts for some time, it’s becoming more important than ever before to maintain relevance and ensure individuals are getting valuable content.

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