In this article, we will explain the concept of "engagement" in marketing and a technique called "engagement marketing" that utilizes it. We will look at the meaning of "engagement," why it is important, and methods for actually increasing engagement, as well as examples.
Please read to the end and use it to develop your company's strategy.
What is engagement?
Engagement literally means "to take some kind of action (with strong will)." Therefore, as mentioned above, the verb " engage " is often used when expressing a strong will, such as when deciding to marry someone or when participating in a battle (in a war, etc.).
"Engagement" is also used as a noun to describe someone's "strong will or motivation." For example, "He has a strong engagement with this project" means that he is a person thailand b2b leads who has a strong desire to participate in the project and has a strong commitment.
In a business context, you may have recently heard the term "employee engagement," which refers to the level of commitment employees have to their work.
For example, the logistics company FedEx places importance on improving employee engagement and invests in staff training and improving the working environment. Through these efforts, the company has been attracting attention as a company that has created a rewarding workplace where diverse talent can thrive equally .
FedEx
(Source: Life at FedEx )
What is Engagement Marketing?
Engagement marketing is a marketing approach that focuses on intentionally stimulating customers' "strong will and motivation" and naturally directing their spontaneous interest and purchasing intent toward your brand and products.
Engagement marketing does not treat customers as passive recipients of a company's PR. It allows customers to take the initiative in participating in and interfering with the company's product development and marketing campaigns, and then takes an approach that encourages customers to "actively" deepen their relationship with the brand (brand loyalty).
Examples include Starbucks Coffee and Nike.
Starbucks Coffee has a "Rewards Program" where customers can accumulate "Stars (points)" with each purchase, which can then be exchanged for drinks, food, merchandise, etc. The more customers visit the store and make purchases, the more rewards they can earn, which motivates them to return.
Nike also offers several free apps such as "Nike Run Club" and "Nike Training Club" that support customers' health habits (running, strength training, yoga, etc. ) Anyone (even those who have never purchased Nike shoes or clothing) can install these apps on their smartphones for free and continue to use them for free.
Since Nike offers a lot of practical content to support exercise (such as audio guides for running and strength training videos), it is thought that "people who are interested in exercise on a regular basis will naturally come into contact with Nike."
If you repeatedly train using the Nike app, you will naturally start to think, "Nike is a brand that supports athletes by providing training know-how for free," or, "Next time I buy shoes or clothing, I think I'll get them from Nike."
This is one example of an approach that involves providing sports-related know-how free of charge to create frequent daily interactions with customers and increase brand engagement.
