Every business has realized the need for a digital presence to connect with its audience. But a mere presence just does not suffice.
While businesses put their best foot forward to stay omnipresent digitally, customer engagement is one aspect they overlook.
Despite social media platforms emphasizing engagement and continuously updating how their algorithms work to support the trend, businesses, unfortunately, have been slow to understand the importance of digital customer engagement.
This article will highlight the importance of customer engagement in digital marketing and how to make them work together.
Why is customer engagement in digital marketing important?
Engaging customers on digital platforms means getting them involved with your brand right from the first point of contact throughout the journey.
Therefore, the right mix of customer experience and marketing efforts is essential to grasp customers’ interest at every stage of the funnel. And the first step is understanding their interests, needs, purchase histories, etc., and tailoring a personalized experience at each level.
Missing out on engaging customers through digital channels at each and every stage, for instance, from urging sign-up to purchasing, puts you at risk of losing high-intent customers.
Continuously losing customers results in running endless digital marketing campaigns to no avail. No wonder the lack of engagement in digital marketing has increased customer acquisition costs by 60%. And that’s proof of how customer engagement in digital marketing plays a key role in boosting profits.
How to drive better engagement through digital marketing?
Customer expectations have evolved with time, and so have digital platforms. Thankfully, digital marketing has transformed steadily and has plenty of engagement opportunities waiting for businesses to tap in.
Here are the top approaches you can take to drive healthy engagement through digital marketing:
21st-century customers expect every brand interaction on digital platforms, such as social media, emails, customer support, etc., to be seamless and enjoyable. For instance, a quick order checkout process, as opposed to a time-out request during an interaction.
Delivering great customer experience can also lead to an increase in word-of-mouth marketing where your satisfied customers are your spokespersons. So to do this, start by mapping all digital channels your customers use to interact with your brand. Perform an in-depth analysis, get customer feedback, pinpoint roadblocks, and try to improve the experience.
By making their experiences more personal, you build customer trust and loyalty for the long term, which in turn boosts active customer engagement.
Hyper-personalize customer experiences across digital channels that are a part of your funnel to invite engagement and guide them through their unique journeys. Popular examples include personalizing emails with users’ first names, web notifications with tailored product-specific details, showing high-intent ads, text messaging, etc.
And as far as customers consume your digital content, they are actively engaging with your brand. So tailor your content by understanding the information your consumers find valuable.
Providing useful content is also a great re-engagement strategy. Ensure to distribute content across all relevant digital channels as it reminds customers of your brand and offering.
Omnichannel engagement is the best way to engage your customers, from onboarding to reactivating silent customers effectively. WebEngage helps you use multiple digital channels like web-push notifications, emails, social media, etc., in tandem.
For example, whenever a customer abandons their cart, you could use push notifications as the primary channel to remind them of their incomplete purchase, followed by a personalized email and a WhatsApp text message.
WebEngage’s Journey Designer lets you quickly create engaging custom journeys, optimize them using real-time metrics and customer interactions, and enhance automated campaigns across channels.
And now for some inspiring digital customer engagement examples of successful brands.
Examples of companies that have tied engagement to marketing
Modern users of various segments expect brands to offer relevant content across every interaction. That’s what Happilo executed with its in-line personalization strategy.
The health food brand looked to improve its retention rates and order frequency but dealt with a weak personalization strategy. Happilo used WebEngage’s in-line campaigns to create hyper-personalized and unique experiences for each user based on their custom events and attributes.
The result of web personalization? A 15% increase in repeat purchases and a massive 286% uplift in abandoned cart conversions.
The takeaway: Weak personalization can lead to high customer turnover. Target customers accurately by tailoring and optimizing your campaigns based on numerous user attributes.
Scripbox cracked this code by partnering with WebEngage, leveraged automated workflows to drive engagement, and used contextual communications for better retention.
WebEngage helped the brand automate its omnichannel services using the Journey Designer. Further, Scriptbox bifurcated users based on their traits and actions and conducted A/B testing of engagement strategies to deliver the right content to the right target audience seamlessly.
The result? Scriptbox noticed a 3x increase in engagement and a 30% rise in email open rates.
The takeaway: Customer segmentation and A/B testing marketing efforts are key to enriching campaigns and ensuring the right users receive the intended content to increase engagement.
The healthcare brand looked to improve user engagement and experience by personalizing its communications across channels like email, WhatsApp, SMS, and Web Push.
Perfora worked with WebEngage and used an omnichannel approach to engage its customers across these channels and various stages of the funnel, from cart abandoners to first-time buyers.
The result? Perfora saw a 13% improvement in cart recovery.
The takeaway: Omnichannel approach is the best tactic to tackle the difficulty of retaining and engaging users effectively due to its capability of building well-connected experiences.
Vikatan, a leading media house, looked to boost its mobile and web engagement while delivering exceptional reader experiences. But the brand noticed a rise in app uninstalls and, as a result, a massive drop in user engagement.
To understand the reason behind the drastic drop, Vikatan sent feedback surveys to users who’ve uninstalled the app. As a result, the brand discovered that the app crashed on their devices, leading them to uninstall it. These surveys led to an 18% rise in app reinstallation post-rectification.
Further, Vikatan used Relays with the help of WebEngage to engage readers through hyper-personalized communications followed by a multi-channel engagement strategy using the Journey Designer.
The takeaway: Ask for customer feedback using short surveys to understand the customer’s stance and get contextual data to rectify concerns.
There is no either-or scenario when choosing between digital marketing and customer engagement. The right customer engagement strategy should rely heavily on digital marketing to build customer loyalty and foster business growth.
Together, digital customer engagement shows:
Creating omnichannel, connected experiences is key to driving cross-channel user engagement and increasing the customer lifetime value.
With WebEngage’s omnichannel engagement solutions, tailor well-customized experiences and targeted messaging to increase your revenue across all channels. Understand your customers better with the Journey Designer and automate campaigns at multiple stages of the customer’s journey.
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