What is engagement?

” Engagement ” is one of those magic words that marketers repeat all the time and want to achieve for their campaigns or social networks. In the world of digital marketing , it seems that if you don’t get engagement you’re a nobody… but what exactly is engagement and how can we improve our brand’s engagement?

In this article we want to explain in detail what this concept means What is engagement? and the impact it has on your online marketing strategy . But to help you get started, we can tell you that engagement could be translated as the capacity to attract and interact with users. The higher the better!

What is engagement and what is it for?

What is engagement?

” Engagement ” is one of those English terms that doesn’t have an easy translation, or at least not in a single word. Literally, it means ” commitment “, but in the world of marketing , engagement symbolizes the long-term relationship with our users.

A simple definition could be that engagement is the brand’s ability to cocos islands keeling email list 150000 contact leads involve the audience and create a long-term commitment that ends up leading them to become customers and positively influences the company’s objectives.

According to this global conception of engagement, there are many indicators that why apple’s ios 14 update will impact facebook ads we can use to measure it: visits to the page, subscribers to a newsletter, comments and “likes”… Choosing one or another as a KPI will depend on the objectives and strategy of the company, but in any case it must be very clear that the concept of engagement is independent of the channel and we must work on it on all the platforms we use (website, blog, mobile marketing, emails…).

I say this because, even today, engagement is still associated with the number of “likes” and comments on social networks. And although this may be a good metric to focus on, it is by no means the only one. In addition, we must not confuse indicator and objective: the final goal is not to aob directory increase the number of likes, but to use this figure as a clue about the relationship of users with our brand . In this way, we will avoid falling into aberrations such as buying fans and likes, which does nothing to achieve the brand’s objectives and, on the contrary, can even turn against us.

The four E’s of engagement

To delve a little deeper into the concept of engagement, I find Jamie Anderson’s approach very interesting, which argues that engagement is based on working on the four “e’s”:

Excellence . In a world saturated with brands, to stand out it is essential to do things more than well. People are not perfect (and neither are companies!), but it is important to aspire to do things as well as possible within our possibilities and, above all, to try to improve continuously.
Understanding . To really connect with the consumer, we need to put ourselves in their shoes on an ongoing basis. We have to show that we are there, that we listen to them, that we truly understand their needs. Empathy above all.
Exclusivity . By exclusivity, we don’t mean creating luxury products that are only accessible to a few, but rather personalizing our offer as much as possible so that customers feel special. Good segmentation will help us make them feel that the treatment is truly personal and unique.
Ecommerce . Because in the end, we cannot lose sight of the ultimate goal of our strategy: increasing sales through both physical and digital channels. In Anderson’s words, “the sum of the three factors above is what makes Apple fans pay extra for their products and Lady Gaga fans buy her music instead of downloading it for free.”