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By far, one of the most important things to understand about marketing in the digital era is that you really are talking about a two-way street.
Marketing is no longer the passive experience it once was - meaning that people are no longer content to just sit there and be "sold to" by way of print or television advertisements. They want to be an active participant in their own buyer's journey and they want a far more interactive experience as a result.
In essence, they want engagement and as much of it as possible - meaning they want to participate in as many meaningful interactions as possible over time and they want your brand to help create those feelings. Getting to this point is thankfully fairly straightforward - you just need to keep a few key things in mind along the way.
The Art of Engagement: Your Overview
Generally speaking, there are a few core principles that you need to buy into in order to create more engaging experiences for your target audience on a daily basis.
Chief among these is the idea that people want to be marketed to as individuals - meaning that you need to inject as much personality and specificity into your campaigns as possible. Even something as simple as shying away from generic "Dear Sir or Madame" email greetings in favor of "Dear [NAME]" will make a big, big difference to that end.
People also want to be engaged with continuously, over long periods of time. Remember that even the most straightforward buyer's journey is rarely as simple as flipping a light switch. People are doing more research into their purchasing decisions than ever and they want compelling, relevant content provided by YOU to be there every step of the way.
In order to create the most engaging experiences that you can, everything you do also needs to be directed towards a very specific outcome. If you want someone to take a particular step, it stands to reason that they need to know exactly what it is - whether it's making a purchase, signing up for your email list or simply visiting your website is irrelevant at that point. That's why calls to action are so important in marketing - they tell your audience in plain language what they need to do to continue this relationship with your brand that they're in the process of building.
Finally, people wanted to be engaged wherever they are - whether it's on a desktop browser or while scrolling through their Facebook feed on their smartphone or tablet. If you're able to create campaigns that play into all of these ideas at the exact same time, you'll have a more engaged - and more loyal - audience than ever.
If you'd like to find out more information about tracking how well your audience responds to the important content you're creating on a regular basis, or if you just have any additional questions you'd like to go over with someone in more detail, please don't delay - contact Infostream today.