Engagement may be the most overused word in digital marketing. Contested, perhaps, only by "relevance." Engagement is now recommended, and even required, for every contact with a customer. Consider:
What if we turn that engagement idea into something radical? What if we set a goal for ourselves that every email message or every social interaction has the potential to literally change someone's life?
Is it so far-fetched? Imagine that a woman searching online for a great book to read finds a recommendation from a local bookstore. Signs up for the email list. Attends an event. Meets a VP at a company in her space while chatting about books and eating cheese. Gets a new job and a promotion. Buys a nice house and a sports car. Still a loyal customer, she hosts a fabulous dinner party to celebrate the grand re-opening of the renovated bookstore; where someone brings a single guest who seems like a pretty nice guy. Marries him, has babies, nice vacations, plenty of time to read novels, and goes on to discover a cure for cancer.
Really?! Life-changing digital marketing?! That feels a little Zen, don't you think?
Yet, I think we are onto something here. Think about the opportunities of using our digital marketing efforts to build what marketers have known for years as "brand advocacy." Embrace the simple concept that engaged consumers will participate in a brand community, be loyal, and become advocates. Using a CRM-driven approach, this brand advocacy can empower engaged customers who, together with others and the marketers themselves, have a sustainable impact on business performance.
As powerful as that concept is, the truth is still that most email and other digital marketing is well-intentioned, but not engaging. Look at your own inboxes (in email, Twitter, Facebook, and blogs). Look also at the number of people who haven't opened, clicked, or "liked" anything from you in a long time. Too much of what we marketers publish is irrelevant, ill-timed, and poorly formatted.
How can we break out of the pile? Engage.
While this creates a totally new and somewhat fluid marketing environment, personally, I'm very excited by it. I love working with data, always ensure that I can back up my statements, and never want to be in a battle of opinions. However, I'm becoming increasingly comfortable with "mushy ROI" from some of our digital channels. Email marketing is pretty solid in terms of measurements and metrics. Social will not yet offer this same comfortable structure. Digital data like clickstream or session analysis is still hard (and expensive) to capture, associate back to customers, manage, and act upon.
Engagement is not an event, it's a process. When we start to think about how to create a continuum of experience for our subscribers, that guides us toward better decisions on segmentation, frequency, and cadence. It's time that marketers become "engagement engineers" in order to capture higher share. What are you doing to create engagement with your own audiences?
Stephanie Miller is a relentless customer advocate and a champion for marketers creating memorable online experiences. A digital marketing expert, she helps responsible data-driven marketers connect with the people, resources, and ideas they need to optimize response and revenue. She speaks and writes regularly and leads many industry initiatives as VP, Member Relations and Chief Listening Officer at the Direct Marketing Association (www.the-dma.org). Feedback and column ideas most welcome, to smiller AT the-dma DOT org or @stephanieSAM.
May 22, 2013
1:00pm ET / 10:00am PT
June 5, 2013
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