Engagement is the love between a brand and the customer. Customers seek out brands not only for products or information but they look for brands that they can interact with, comment on and that make them feel important within the brand community.
In simple words, the engagement is almost like the fans at a sporting event, coming from different environments, social classes, religions, etc., to gather at one place to support their team.
How can you generate engagement?
To achieve this, it's necessary to step outside the box and change the way you do marketing. It is not an exact equation and requires a comprehensive study of the brand including its weaknesses, strengths and philosophy. And you must clearly identify your target market.
Once the brand identity is defined, there needs to be focus on content, actions and channels that will allow you to get your message to your target market in a significant way.
The tools of engagement
Although the core base is content marketing, SEO, email marketing and social networking, offline tools (like BTL advertising) also supports in enhancing image, generating experiences and connecting with the target audience.
Once you are using those tools to the best of their potential, it is the customer who has to approach and want to interact. You have to create lasting relationships.
If you have another technique that you consider important to share with the community, please leave your comments below and start the dialog.
Jorge Chavez is Senior Editor at Mijo! Brands of Mexico.