Increasing customer engagement using digital media

Abstract

Customer engagement on digital media has become one of the core marketing techniques for their brands as compared to traditional techniques. According to the report of PwC brands that actively engage in customer engagement on social media can forecast higher profits and Bain & Company an active follower on social media has spends between 20% and 40% more than non-active patron. There is direct proven relationship between efforts by brands on customer engagement and profitability because of higher scope of sales using cross and up sell opportunities. The cost effectiveness in terms of reach and conversion for digital media is far more profitable than traditional media and hence the importance of how to effectively engage users on social platform arises. The brands can communicate a coherent and unique brand story through its presence on social media presence. According to research by Facebook, it is also proved that effective customer engagement increases trust and loyalty towards the brand. For designing an effective customer engagement strategy important consideration such as figuring customer journey, analyzing touchpoints, delivering experiences, likes and preferences of content, role of influencers need to be studied. As per the result obtained by our study, we conclude that content strategy plays critical role in an effective customer engagement followed by demographic factors such as age, gender and income that also have role in interaction and commitment with brand’s social presence.