2 minute interview: 4
With Richard Sedley, Director of the Customer Engagement Unit, cScape – London.
1. What is the broad definition of online engagement?
I use the definition: ‘Repeated interactions that strengthen the emotional, psychological and physical investment a customer has in a brand (product or company)’. The two key words here are ‘investment’ and ‘repeated’.
2. Why is engagement important?
Engagement shifts the focus of marketing away from simple brand awareness and interruption onto a more mutually beneficial relationship for both customer and business. In our current troubled economy the ability to develop and sustain relationships that are based on more than just low prices can be the difference between merely surviving and long term success.
3. What can be done to improve engagement?
Be really simple in what you do. Remove every non-essential aspect of your offering. People develop emotional attachments faster and more deeply to well-differentiated and understandable things. Then over time deliver increased value slowly in what is known as ‘The Long Wow’. Lasting engagement, like good friendships, builds gradually.
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