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Home » Customer Engagement » Customer Engagement as a Social Phenomenon

Customer Engagement as a Social Phenomenon
Customer engagement is one of the main marketing strategies. The advent of the Internet and the high speed broad band connection has further facilitated the process of customer engagement. Customer engagement can be both offline or online. However the traditional offline method of customer engagement is being fast replaced by the online method. As people now spend more time on the net rather than on television, hence the typical method of “interrupt and repeat” model of advertising is being replaced. Marketers find and target their potential consumers by the help of the Internet. Thus the Internet has made customer engagement as a social phenomenon.
There are various discussion forums and blogs where consumers can interact with each other. Customers can also exchange idea and views about their brands. They can even interact directly with the companies.

The marketers also realize the customer engagement as a social phenomenon. Through Internet, customers can avail information about their brands and companies across the world. Internet is the best way to socialize and form business networking forum. For an example we can talk about MySpace. Here the members do not particularly use the same brand or product but can exchange their ideas and share their views with one another.

Gaining the customer loyalty is very difficult for the marketers as we now live in a huge competitive market. The Internet has further facilitated this process. It is quite easy to gather information about any company despite of geographical boundaries. Customer loyalty can be only achieved through customer engagement as a result of which marketers recognize customer engagement as a social phenomenon. The marketers can directly communicate with their potential buyers unlike the traditional mode of advertisement where communication was more one way.

There are various communities and networking forums and blogs that are developed depending upon the type of product or brand a consumer uses. It can be initiated either by a company or by the consumers. Communities can be based on a definite category of product like mobile phones, mp3 players, clothings and so on. Online communities can be based on a particular brand also. As an instance we can think about the DellHell anti funclub or VolksWagen fanclub. Communities even can be based on offerings by various websites. Like a community can exist to discuss about any online movie company.

It has been forecasted that customer engagement as a social phenomenon will become more dominant with the increased rate of adoption of Internet. Through various online customer forums, it is possible to attain customer loyalty. Customers also feel that they are most valued and their views count. Above all it is best way to communicate with the target consumers online. This will definitely increase the sale rate for a firm which is the ultimate goal of any organizations.

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