Communication frequency and multi-channel customer engagement


Words like "engagement" and "engaging" are used often in the marketing terminology these days, certainly in a social media context. But the concept is not new and defining it is very important for the ability to talk about it.

During the Fusion Marketing Experience event in Brussels, where Selligent was the main sponsor, multi-channel marketing and customer experience specialist Richard Sedley, amongst others "Course Director for Social Media" at the British "Chartered Institute of Marketing", gave a correct definition of customer engagement. He defined it as "Repeated interactions that strengthen the emotional, psychological and physical investment a customer has in a brand (product or service)".

A few words are very important here, the first one being investment: the investment made by a customer in a brand. First of all you naturally want a customer to buy but an engaged client also does other, very important, investments in your brand and these have to be rewarded and motivated as well.

Even more important is the word "repeated". You can only acquire investments or engagement from your customers when you ensure repeated interactions, signifying added value for your company and your customers themselves obviously.

Multi-channel customer engagement depends on how well you listen and on a cross-channel marketing approach

These interactions depend on the nature of your activities, the profile of your clients, the phase of the customer life cycle and many other factors. Either way repetition is essential, whether it involves offering discounts or relevant content.

Naturally repetition doesn't imply that you continuously send the same messages. It specifically involves whether or not you continuously have new personalized and valuable interactions. Some people still believe that "repeated interaction" implies "sending as much e-mail or other messages as we possibly can".

However, just as the engagement of your customers depends on the value that you deliver as company, the frequency and combination of messages, including the cross-channel interaction mix, depends on the demands, signals and preferences of your contacts.

Avoiding marketing fatigue and managing marketing pressure

One should definitely avoid excessive communication so that the value of the interactions continues to ensure engagement and doesn't lead to marketing fatigue.

Select the correct cross-channel marketing strategy and adjust all interactions properly so that your clients can become real "fans" and provide new clients and word-of-mouth.

The frequency, mix and content of your interactions are essential. One cannot achieve this without an integrated marketing strategy whereby the multi-channel behaviour of the modern customer is central and the so-called "marketing pressure" is optimally managed. Managing and optimizing that is one of the most important functions and components of the Selligent Interactive Marketing vision and software.

Would you like to know more about our cross-channel "marketing pressure management" tool? Contact us or ask for a demo.
You can also download our white paper on marketing fatigue and how to prevent it.   

Do you want to engage the multi-channel consumer?

Today's customer is cross-channel and he/she is at the centre of sales and marketing.

Communication channels depend on the consumer and marketing is about engaging the cross-channel customer and prospect throughout integrated dialogues that are driven by his/her buying journey, preferences, triggers, signals and behaviour.

Discover why your business should move to an integrated marketing approach step by step and how.

Download our white paper "Moving towards integrated interactive marketing".  

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