The most valuable asset that any company has is their customer base. Without customers, products and services have a very low chance of getting off the ground and businesses would never become more than just their ideas.
In today’s digital world, customers are all around the globe and at any given time have access to pricing, specific details, shipping information, reviews about goods and services, reviews about the best suppliers or sellers, and near-instant service to get answers to questions fast. At the same time, social media urges them to share what they find with their followers, friends, and family.
In short, buyers are forming their own opinions about what they want and don’t want and who they want to buy from. Decision-making power lies squarely in the hands of the consumer.
For marketers, it is imperative to build a comfortable and engaging journey from sight to purchase for the customer so he or she will come back again and again and tell other people, thus multiplying a singular marketing effort.
Engagement Marketing allows companies to connect with people:
Based on what they do
Continuously over time
Directed towards an outcome, AND
Everywhere they are