By Ellen Gomes
In a blog post earlier this year, I introduced the concept of the Engagement Economy, which is the digitally connected world we live in that demands we, as marketers and brands, communicate with buyers in ways that resonate and are meaningful. In the Engagement Economy, our customers are in charge and they are more informed than ever because of the informational convenience and convergence of search, social, blogs, video, and hundreds more easily accessible digital touchpoints. Buyers are forming opinions, reaching conclusions, and influencing others well before we as marketers have a chance to “make our pitch”.
Beyond the buyer, our existing customers today want to feel wanted and understood. They want to build long-term relationships and align with brands that care about them and connect with them on a personal level across every channel and touchpoint. The point is this: Customers want to be engaged! With that said, it’s worth exploring what that really means for us as marketers. More to the point, how we can shift our marketing strategy and effort to more engagement?
Value Over Volume
True customer engagement is the whole idea behind the book that I am writing entitled, Engage to Win, which is my call to arms to all marketers to challenge their views about what it means to really “engage with” and not “market to” their buyers. I believe that many of the digital tools we have at our disposal—email, digital ads, social media, web, mobile, and more—make it easier than ever before to automate how we understand, connect with, and communicate to our customers. Improper use, or coordination, of these digital tools is where we often falter as marketers. We prioritize volume metrics over value metrics and we miss a huge opportunity to forge meaningful relationships with our buyers. To illustrate the types of relationships that I’m referring to, let me share two examples.
- TOMS shoes has become successful in large part because of what it stands for. You buy a pair of shoes and they donate a pair of shoes to children in need. Everyone who wears TOMS shoes knows TOMS has built a movement and invited their customers to be a part of it. Thus, it has created an unpaid army of tens of thousands (maybe hundreds of thousands) of “brand advocates” who spread the word about the company and the passion they have for the brand to their friends and followers across channels including social media.
- Amazon has taken just about all the things people hate about retail—limited selection, slow delivery, a cumbersome checkout process and turned them into competitive advantages. You can order anything you want including clothes, movies, pet food, or automotive supplies and get it in two days or less. They started with books, but with the acquisition of Whole Foods, it’s fairly clear that Amazon wants to become the more engaged version of Walmart before Walmart becomes the more engaged version of Amazon!
These are examples of companies that connect with us as buyers Go to the full article.