The Italian translation of Engagement is “involvement.” We can therefore define Engagement as the ability of a Brand, through its products, services and Communication channels to create strong and lasting relationships with its users, establishing a bond between the brand itself and the consumer.
Why Engagement is critical in one’s marketing strategy
If we read Mission and Vision of some Companies, we will find the concept that “the Customer is at the center of our activities” or “Our main goal is to meet the needs of our Customers.”
Often times these statements do not translate into substance, i.e., at the first problem, the Company abandons to itself or totally ignores the Customer and his needs.
Creating the right Engagement means being able to establish strong and lasting relationships with your audience, target audience, fans, followers, customers. Define it any way you like.
This means that it is not enough to design and implement a winning Marketing strategy. Instead, it is essential to keep the promises made to one’s Customers.
Product quality, reliability of a service, after-sales support etc.
If we keep the promises formulated implicitly or explicitly to our Customers, we will improve the ability to relate to them, to engage them “engagement.”
Therefore, they will be our best allies, because they will become protagonists, on a daily basis, of what over the years has been the best channel of Business for a Company: “word of mouth.”
The real work is not creating the “relationship” between Brand or Product and Customer. It is to maintain it over time.