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How and Why Measuring Your Consumer Engagement?

Written By: Felix . C. Poudeu on January 6, 2013 Comments Off on How and Why Measuring Your Consumer Engagement?

The measurement of customer engagement is a very essential part of the marketing innovation. It helps to gain the stand or diagnose of  customer behavior, customer insight and experience. Therefore, helps by the setting of new customer targeted strategies and tactics, as well as marketing. We try here to answer follow key questions.

Key Questions:

  • What are the causes and effects of the changed communications paradigm that marketers face?
  • What are the best industry standards to measure of the effectiveness and efficiency of customer engagement in this new world?
  • How can you calculate effectiveness and efficiency in this new environment?
  • Why measure the customer engagement is important for companies?

The Customer Engagement Process (CEP)

The “last miles”  of driving growth through marketing is the customer engagement process (CEP). In the new marketing order, all the rules of the road are changing. It moves from conventional to unconventional approach and from transactionship to relationship (Chart) . Open Your Mind For the New Marketing Concept. In this process of innovative marketing it is to acknowledge,  that “effective” communication is one of the major areas for change. Communication is to understand as the common sense to interact and to create a dialog with the customer. The degree of interaction and creating of dialog platform inside the system is the key factor of market-driven innovative marketing.

What are the Critics to the Old Marketing (Marcom =Marketing Communication)?

The “old” marketing communications (“marcom”) paradigm is a funnel in which communications such as advertising were poured in, and the aim is to establish user loyalty at the bottom, this is clearly inefficient for the today market competitiveness.

This shows us clearly that the system is inefficient, because it puts in the maximum amount of input (awareness) to turn it – by increasingly smaller percentages- into consideration, trial, repeat purchases, and loyalty.

The new concept of customer engagement vs. “marcom” (=Marketing Communication).

“Marcom” is a one way outbound concept, which don’t creates interactivity and dialog platform to customer, – We reach customers with short communications, and we hope our message have impact and persuasion – and therefore don’t driving to high customer engagement.

What is customer engagement? Engagement is a narrative and a dialogue.

Businesses engage customer not only with communications, but with

  • new ways for their customers to interact and identify new types of customer experience,
  • new ways for customers to review and receive the innovations that businesses bring to the market and
  • new solutions that redefine the relationship marketing.

Statement: This approach is the total opposite of an efficient process, which aims to maximize results from a given number of resources.  Therefore, it is important to  move from the “Old Marketing Concept” – which is more transaction-oriented- to the “New Marketing Concept” -which is more relationship and customer-centric (Chart) .  What is the New Marketing Concept? 



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Diplom Kaufmann BWL/ Master Degree in business administration ABOUT THE EDITOR- FELIX C. POUDEU, HEAD OF MARKETING PERFORMANCE & ENTERPRISE MARKETING MANAGEMENT

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