Because of how wildly consumers’ worlds have changed in the last four months (COVID-19 and Black Lives Matter), this means they can engage with brands in endless ways and under their own terms. For marketers, this means coming up with effective strategies that address personalization at scale, new technologies, and omnichannel experience, among others. Learn how Portada Council System‘s leading brand marketers are leveraging opportunities and facing challenges around consumer engagement.
- More than half (54%) of customers think companies need to fundamentally transform how they engage. (Salesforce)
- Companies with initiatives to improve their customer experience see employee engagement increase by 20% on average. (McKinsey)
- 61% of people expect brands to tailor experiences based on their preferences. (Think With Google)
Check out the previous Brand Marketer Challenge here: Tech Knowledge in Media Agencies: a Must or a Fad?
Three Consumer Engagement Challenges According to Portada Council System Members
1. Problems of Definition: When Does it Really Count as Consumer Engagement?
Related comment: “What is consumer engagement? How is it defined? What does a consumer need to do for that to be considered engagement?”
Depending on the channel, sometimes it’s defined more easily, but it isn’t always easy to measure. It used to be just about exposure, but now the consumer has the power to build a relationship with your brand.
2. Trust Goes Both Ways, Can Brands Trust Consumers?
Related comment: “Reviews and comments aren’t accurate anymore because companies pay for reviews, it’s the same trend as fake news.”
People say one thing and then do another. Marketers know that when you do consumer research, respondents say whatever they need to make you happy, to impress others, to go with the flow…
3. It’s Impossible to Fully Measure Engagement
Related comment: “How do you tie engagement to other metrics down the consumption funnel? We don’t always know if we’re really changing someone’s behavior when they watch or share. Are they more connected than before?”
Engagement is just part of what we do, but ultimately what we want is people coming to our business. The lack of uniformity of the data we receive is a challenge for personalization.
If you are interested in joining the Portada Council System, our year-round knowledge sharing and networking platform, find out more here or contact us here if you are marketing services supplier and here if you are a brand marketer.
Portada Council System Members Also Identified Three Consumer Engagement Opportunities
1. Technology Can Help Consumers Relate With Brands
Related comment: “When new formats like live video come out, we tend to wonder if we are ready or how to be. Things like Facebook Live have helped people engage more and more with us, and when people engage, we can retarget. Technology allows you to measure and retarget consumers, as well as track when they make a purchase.”
Some marketers feel like they have to encompass every single touchpoint. Rather, you need to identify the right points for your audience and address those. It comes to affinity and targeting the right media.
2. It’s not All About Sales
Related comment: “Engagement translates into investment, not only economical (which is what we all strive for), but also emotional. Nowadays there isn’t time for anything, people invest time on your brand, which translates into loyalty. Brands today all have the same virtual space; as long as your consumers are engaged, you’re winning.”
Interactions between consumers are almost as valuable as interactions with the brand
3. Perhaps You Should Try Influencer Marketing
Related comment: “Influencers can be a positive strategy, but a lot of brands are not selective enough with influencers. Influencers should align with the brand and have credibility. Consumers are smarter than we think they are, they see right through it. When you have a true ambassador, they’re worth it.”
Influencer marketing is great at a local level because you can target your audience according to specific areas where your product is popular. That’s where you have local influencers that you can maximize by investing in trust rather than in reach.