This document discusses consumer engagement and engagement marketing. It defines consumer engagement as repeated interactions that strengthen a customer's emotional, psychological, or physical investment in a brand. The goal is to create a positive experience at all touchpoints. Consumer engagement involves influencing, measuring, and analyzing softer emotional measures as well as interactions. It can be measured through actions like publishing, commenting, subscribing, and networking. Engagement marketing directly engages consumers and encourages participation. Measuring engagement involves identifying highly and less engaged consumers. Social plugins can drive deeper engagement and allow sharing on social networks.

1. Engagement Marketing
CH-10 VANDANA AHUJA
Made by – Priyanka Gautam

2. CONSUMER ENGAGEMENT
Consumer Engagement : ‘Repeated Interactions’ that strengthen the emotional,
psychological, or physical investment a customer has in a brand.
Goal –To create a positive and consistent experience at all of the touch points.
Building Collaborative Customer Relationships
Evolution of customer-centric business
management
1990 2000
CEM
CCM
Information Experiences Collaboration
(Customer-Centric) (Loyalty Building) (Customer Engagement)
2010
CRM

3. Contd.
Consumer Engagement - The first step to enable consumers to perceive value in a product
Engagement Theory – Involvement, Interaction, Intimacy, & Influence
Influencing, measuring, and analysing softer emotional measures well as the number and type of interactions
comprised the study of consumer engagement ->> How engaged is the online audience
Consumer engagement is visible through –
◦ Publishing
◦ Posting comments
◦ Subscribing
◦ Favouriting
◦ Bookmarking
◦ Time spent with a brand
◦ Brand Loyalty
◦ Networking
◦ Web Traffic etc.
While the return on investment may not be immediate, an investment in
engagement is better than an investment in retention

4. Engagement Marketing
 Also called Experiential Marketing/Event Marketing/Live Marketing/Participation Marketing
 Definition – A marketing strategy that directly engages consumers and invites and encourages
consumers to participate in the evolution of a brand
 Offers a true experience related to the brand’s core values
 A long-term connection must be enhanced over time

5. Contd.
Measuring the consumer engagement
◦ Prospective customers/Existing/detractors
◦ Engagement by type
◦ Factors leading to engagement
◦ Value in terms of sales, adoption
◦ Brand loyalty

6. Some Observations
The customers can be positively or negatively engaged with a company/product
A more in-depth examination would reveal its content (a mix of emotional states and rational
beliefs)
The degree of positive or negative engagement lies on low involvement to high involvement
Engaged person – above average involvement

7. Facebook In India (example)
The presence of Indians on social media sites is increasing
Reasons:
◦ Increase in broadband connectivity
◦ Adventurous, experimental young Indian consumer
◦ Being recognised and considered significant enough to have an opinion
Innovative and thought-provoking digital campaigns to reach to masses
High volumes of usage
Increased volume of time spent online
Good online navigational skills
Increased participation and reciprocity in the virtual medium

8. Consumer engagement & web analytics
1. Identifying consumers who are highly engaged – Treat them as consumer advocates
2. Customers who are less engaged – provide additional support
Factors contributing to the consumer engagement :
 No. of unique visitors – number of times consumer logs in afresh on a website
 Frequency of visit - how often the consumer visits the website
 Depth of visit – the more recently the visitor came, the higher the potential value of visitor
 Recency of visit - length of a visitor’s journey
 Time spent on the site – doesn’t discriminate btw quality of time
** Most online metrics are only able to capture the degree not kind of engagement **

9. Activities to determine the degree of consumer engagement :
o Subscribing (feed, e-mail, newsletter)
o Registration
o Feedback (comments, complaints, inquiries, etc)
o Rating/tagging/filtering/bookmarking its content
o User submissions
o Printing or downloading a piece of content

10. Degree of Engagement
Degree of engagement – The level of user engagement achieved by interactions
btw organisation & consumer
Product adoption, Driving Sales, & Brand loyalty
E.g. Corporate Blog
for Brand interaction
Comment on post/blog Reading the post/blogSharing the content
The more the customers are involved, the better the amount & quality of response you get.
E.g. Indication of participation -> number of comments and the number of individual that wrote them

11. Contd..
Low Degree of Engagement – e.g Adding to a group
Medium Degree of Engagement – e.g Rating, commenting, voting, endorsing, and favouriting
High Degree of Engagement – e.g. Consumers Blogging and participation in a fan community
Highest Degree of Engagement – e.g. Adding friends, networking, creating a fan community
E.g of consumer engagement : Indian hotels using Pinterest for consumer engagement. Hotels such as
Oberoi Hotels, Trident Hotels, ITC, Neemrana Hotels etc use this platform to engage customers.
Images of fine dining experiences, exotic resorts, weddings, arts, offers, cuisinne, etc.

12. Contd..
Ghuneim’s Typology of Engagement
Adoption (Low
Engagement)
Collaborative
Filtering
(Medium
Engagement)
Content Creation
(High
Engagement)
Social
(Highest
Engagement)
Involvement
e.g. Frequency
of web visits
Interaction
e.g. Online
forms, website
login details,
online
transactions,
site searches
etc.
Intimacy
Affection or
aversion e.g
customer
satisfaction
survey,
complaint data
Influence
Brand advocacy
e.g. Reviews,
comments,
blogs etc
Different Types of
Engagement
Forrester’s Customer
Engagement
Framework
- Dimensions of consumer
brand relationship and ways to
measure them
- Each user action can provide
diffrerent levels of attention as
well as influence further
interactions

13. Consumer Engagement In the Online
Retail
1. Online Rating & Reviews – enabling cosumer choices
2. Product videos – visual virtual experience of product
3. Virtual assistants – guiding customer through purchase process
4. 3D Modelling – 3D product visualisation
5. Bar Code Scanners – secured transaction sites
6. Documentations of consumer experiencess – letting consumers interact

14. Issues that are significant for e-retailers
1. Relevant advertisements
2. The need to recognise the volume of consumer activity on social media
3. The need to respect the consumer networks and the number and quality of individual connections
4. The need to recognise the ability of consumer engagement to increase feedback
5. The need to appraciate the changing climate of trust and influence
6. The growth of networks such as with their ability to drive traffic
7. The need to recognise the ability of online networks as tools for brand positioning

15. Social Plug-ins and their contribution to marketing
Social Plug-In – A widget that can be added to a website to extend the benefits of online marketing beyond a social
networking space
In Other words : Social media plugins are easy ways of sharing content with other people via social media platforms.
E.g Facebook currently offers 11 plug-ins :
Like Button
Send Button
Comments box
Activity Feed
Recommendatons plug-in
Livestream
https://blog.hubspot.com/blog/tabid/6307/bid/30524/the-ultimate-guide-to-marketing-with-
facebook-s-social-plugins.aspx
Like box
Subscribe button
Registration Plug-in
Login Button
Facepile

17. Functions of Social Plug-ins
1. Drive deeper engagement
2. Can be used by other websites to provide people with personalised and social experiences
3. Users can comment on & share the products used
4. Users can give personalised suggestion for pages on product sites
5. Socially relevant articles

18. Thank You