“Customer engagement” is a popular term nowadays, and the rise of social media and online content marketing has made it even more relevant. It is regarded as the most effective way to convert potential buyers into buyers and buyers to long-term, loyal customers.
How do we achieve this “engagement.” What happens in the brains of people when they respond to the information they receive? What can we do to increase this impact?
More than loyalty
Customer loyalty programs cost two cents nowadays. The presence of 10-20 loyalty cards in your wallet is a common practice. It was once an option to help the business stand out; however, when everyone else is doing it, it’s is no longer necessary.
In addition, companies must be aware of the reasons that people prefer to remain loyal. Offering them discounts or free gift cards could make them aware of the advantages of regularly using your services; however, this won’t last once the rewards have run out. It’s kind of superficial.
If we look at the real meaning of loyalty and loyalty, it’s the reason that keeps marriages going for 50 years or more or the reason the child takes care of his or her mother who is sick. It’s an emotion that has nothing to do with money or even free food. Loyalty is the result of deeply-rooted emotions.
If a company wants to keep customers loyal first, it must appeal to their emotions. This is why engagement is critical.
What does ‘engagement’ look like?
Dr. Edmond Dixon has examined the connection between learning and engagement in boys in schools and has stated that the foundation of engagement in education, and to be able to learn, we need to be motivated to learn.’
The basis of this belief is based on the field of neuroscience, which has revealed many details about what’s happening inside the body and the brain when we’re engaged.
The researcher has discovered that males produce testosterone and enjoy the idea of victory and glory in some form, whereas females release oxytocin, and generally like the concept of community more.’
It’s not a surprise that marketing strategies must be customized differently for females and males – just look at the advertisements for razors and shampoo; however, the reality that engagement manifests differently in the body is even more intriguing.
Knowing these differences could change how we engage with our customers.
Re-designing engagement
Whichever platform a company employs for marketing, Dr. Dixon’s research has revealed fundamental facts that can be used as a reference point for marketing campaigns.
He says that males have to understand ‘what’s the final game for them?’ and if it is in line with their personal goals. Women need to know the way a product or service is part of the bigger overall picture, not a clear end goal.
This is a fantastic starting point, but an additional aspect to establishing engagement is to allow the client to make their own conclusion. The days of a “hard sell” are gone.
As a result of the connection to learning, companies must be able to provide information through their content and communicate clearly to the consumer, not just about how it will benefit them in the short-run, however, but also how the values and long-term strategy of the business are communicated to the customer.
Customers can access vast quantities of information online; therefore, making your website stand out is a significant challenge. The relevant, informative, and original information that is targeted at what they require to learn, and draws their attention, is the most effective way to attract customers to your site to make them select you as their preferred supplier.
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