Customer Engagement Marketing Fever

 

Many kinds of organization whether it is a private or public, nonprofit and corporate are increasingly motivated to exploit social media. Twitter, LinkedIn, Facebook or any social networks can propose benefits to an organization, but neglecting a customer engagement channel can lead to missed opportunity. Marketing is the department of an organization which is most interested for this channel. Since social media became widespread, marketers influence this channel for a variety of purposes to intermediate profit. According to Steve Olenski’s research and survey, better customer engagement is the biggest objective for marketers but there are still other goals are not seen equally desirable.

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Statistics by Awareness, Inc., the analysis found that 78% of participants selected better customer engagement when requested to classify their ultimate marketing objectives for social media. The closest goal to customer engagement was increased revenue generation cited by 51% of respondents considered as top objectives, and then followed by better customer experience which was cited by 47% of participating marketers. This analysis seems somewhat backward. After all, the organizations’ main vision should be to increase revenue followed by increase in customer engagement, so logically that should be the biggest objective for marketers for any organization.

However, many industry experts have mentioned that social media is more valuable tool for relationship building, rather than only sales. Today majority organizations’ are using social media sites to find out consumer’s respond toward their brands. If the consumers are not happy about brands, the organizations try to improve quality or offer substitute products in order to maintain relationship. They are trying to satisfy consumer’s needs every way if it is possible. In other side, people don’t visit organizations’ social media sites to make purchases, but they want to know more about why organization exists and what it does for them.

Whether you are running mom-and-pop business, or running a big organization, you cannot neglect the use of social media as an essential part of your local internet marketing plan. Today, people are using the internet to search enterprises, recommendations, and new merchandises to try. If you are not using that power to your full advantage, you might be starting out losing some revenues. For example, Taco Bell using social media sites such as Facebook to introduce new product to customers. Recently Taco Bell has introduced new product called “Doritos Locos Tacos” on October 27, 2012 and they invited to public to try the product for free on October 30, 2012. Facebook link of Taco Bell: https://www.facebook.com/events/408157369256749/. So, this is why Social Media is still important in order to maintain relationship with current customers and attract new potential customers to generate more revenue.  

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About itsjustmebuddy

Hi guys, this is Raj Kothari. This is my last semester at UAB to finish my BS Information System degree. I am exited to take this course to gain some knowledge about blogs posting, and by the way this my first blog also.
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6 Responses to Customer Engagement Marketing Fever

  1. drgyahoo says:

    You bring up a very good point regarding how valuable Social Media is for Companies to focus and build their customer base through online relations. Special attention and detail would need to be placed on this initial process, since ultimately in the long run, these personal connections would lead to increased profits and success. It is important for Business Managers to understand their products, understand what their customers want, and be able to embrace any feedback from their customers as constructive measures. Also, as you mentioned, Social Media has become a part of our everyday life in that it is necessary for People/Businesses to use Social Media platforms. You provided a very good example of how Taco Bell has utilized Social Media. Very good Blog. I enjoyed reading it.

  2. adilley says:

    Nice blog! Whether a business wants to use social media or not, their customers are. If a business wants to succeed, they must go where the customers are. It is essential and an asset to a company. The other day, I made a post about a promotion we were doing at my work. One of the responses I read to my post was that they were upset because they tried to go eat the other day and we had been closed early for some reason. As soon as I read this, I called my manager. I explained the situation and she was insistent on talking with this woman and correcting the situation. If I would have never seen this, they could have been turned away permanently. Customer Engagement.

  3. charitykamau says:

    I like your example of using Taco Bell giving away free recaps as a form of customer engagement. I was as well surmised by the fact that top businesses ranked better customer engagement as the top goal, followed not closely by revenue generation. I always thought most businesses considered revenue generation as the most important concept. I guess they want to first focus on retaining customers more. Perhaps even more than obtaining new customers. Good post.

  4. Irene Kamau says:

    I like your example of using Taco Bell giving away free recaps as a form of customer engagement. I was as well surmised by the fact that top businesses ranked better customer engagement as the top goal, followed not closely by revenue generation. I always thought most businesses considered revenue generation as the most important concept. I guess they want to first focus on retaining customers more. Perhaps even more than obtaining new customers. Good post.

  5. George Trible, MBA 690 says:

    Raj,
    I agree with you that companies need a social media presence. In many cases, it may be much easier for a small, start-up organization to have a web page via social media than a full-fledged internet site. You mention revenue, and the focus of my blog post is questioning whether it’s all about the revenue, anyway, so we agree on that matter.

    Thanks for the example of Taco Bell using Facebook. You’ve got to think it’s much cheaper than running a national TV campaign, and look at the results!

  6. Thank you’ll for reading my blog and leaving comments. Your comments are important to me and I will do more research on your ideas and get back to you soon with new blog.

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