Are Your Clients Using the Right Customer Engagement Channels?

Fri Sep 1, 2017

Kathy Crosett

Like most marketers, your clients probably obsess about customer engagement. Good engagementengagement translates to brand loyalty which ultimately leads to more revenue. The goal is simple enough, so why are so many marketers struggling with engagement? Marketo spoke to consumers and businesses about the issue and makes some new recommendations in its State of Engagement 2017 survey that your clients will want to know about.

The chief reasons consumers engage with marketers are to learn about products and services (64%), purchase products or services (74%) or request service or support (51%). Consumers also expect their increased engagement will lead to benefits like improved customer service (60%), discounts and promotions (55%), and faster problem resolution (55%).

While consumers are excited about getting discounts on products they want, they’re not going to blindly increase engagement with marketers. They hesitate to reach out, because they don’t want to be overwhelmed by irrelevant content (51%), don’t believe the marketers have anything to offer outside of what they sell (33%) or think that marketers want too much personal information (28%). Interestingly, only 15% of B2B customers say that marketers want too much personal information, so this particular factor is more of a B2C issue.

Despite their concerns, when consumers want to learn more about a brand, product or service, they most frequently turn to:

  • Email 79%
  • Websites 60%
  • Social media 35%

Your clients stand ready to connect with shoppers. Brands use an average of six channels to increase engagement and the top three  – email, websites and social media – are in alignment with where consumers expect to find information.

The disconnect takes place during personalization. In this era of big data, consumers expect brands to understand exact how they like to engage. The results of Marketo’s survey show that over “half of consumers think brands could do a better job aligning with how they prefer to engage.” And 57% of U.S. marketers agree there’s room for improvement with their consumer engagement. Specifically, they hope to move from a primarily transactional relationship to one that is more personalized.

If you’re working with small businesses who are interested in increasing engagement, talk with them about building up their customer database with specific details about preferences and interests. Maintaining this database and then using it to create unique and personalized email campaigns, for example, will allow your clients to reach the 23% of consumers who expect innovative and unique engagement from marketers.


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About Kathy Crosett

Kathy is the Research Director for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel.

View all posts by Kathy Crosett