Why Is Engagement Marketing The Only Chance Of Survival?

The world has truly transformed in multiple ways ever since the novel pandemic hit in 2020. From social standings to the business landscape, everything has changed.

Yet for marketers, the central aim has almost remained the same; to provide an incredible customer experience across all the digital platforms.

Though it has become a lot trickier to attain this goal in 2020, it has never been easy to figure out how consumers like to travel, work, and shop, learn and interact with their favorite brands even before the pandemic.

Marketers have always been in the state of discovering how to create the finest content that can help to engage their customers.

However, the outbreak of a novel pandemic put the stakes a lot higher than usual.

With most people locked inside their homes and purchasing commodities online, only the brands focused on rightly engaging their audience are the ones attaining success.

The Downfall of Interruption Marketing 

There’s no doubt that pandemic is one reason behind the downfall of traditional interruption marketing. But you cannot deny that things had started transforming long before the outbreak.

The use of digital marketing brought most businesses towards engagement marketing, and the pandemic has only changed it into the essential choice.

Interruption marketing tactics such as sales, promotional materials, and a relentless deluge of ads have almost disappeared from the market.

They were all one-way communication tactics that barely involved consumers. Instead, the rise of digitalization has given the foundation to a customer-centric business landscape.

A system where customers are the drivers of a brand’s marketing strategy.

Gone are the days when brands could grab the customers’ attention by showcasing their products and services all loudly.

However, it was once an effective marketing means when TV, radio, and print were the only communication mediums.

The world of business has faced an incredible shift in technology and media channels – giving rise to the significance of consumer demographics and social perspectives.

In today’s time, consumers have control over the type of content they consume and how they consume it more than ever.

The core problem with interruption marketing lies in the way brands have always communicated with the audience – throwing themselves to the forefront and obnoxiously selling to them. This form of marketing does not work anymore.

The consumers of today expect brands to respect their intelligence and timing. They demand connection, validation, and exchange.

To speak of that in more clear words, they require engagement more instead of interruption.

The Rise of Engagement Marketing

There’s no doubt in the fact that engagement marketing is becoming the new norm. However, you must be wondering how to develop a stellar engagement marketing strategy that works, right?

But before you dive into their explanations, you must understand what engagement marketing is!

What is Engagement Marketing?

Engagement marketing could be referred to as a strategy that focuses upon building genuine brand-consumer relationships.

It enforces brands to interact with their customers in a manner that adds value to their buying experiences and promotes mutual respect and loyalty.

How to do that exactly?

Well, content plays the utmost crucial role in successful engagement marketing. It is the central mode of communication.

The more effort and time you invest in creating excitingly relatable content for your audience, the better you can engage them with the brand.

The ideal platform to engage with the customers is the social media channels. Numbers suggest that 35.3% of the total millennials prefer connecting with brands over digital media.

That’s a huge figure and can certainly help you reach maximum potential customers for the products and services you provide.

So, if you’re still confused about why engagement marketing has become such a huge thing, it’s because the consumers desire and demand it.

So, let’s look at a few consumers’ desires that give engagement marketing a boost and rise!

Consumers Crave Content 

Although the internet is full of information, consumers today are picky about what they consume.

As a result, they’re much more likely to be attracted towards content that serves their purpose, either in the form of information or a quick flight to some fantasy imagination.

Value is all that matters to them; as long as your content serves value, you’re good to go for the audience.

64% of millennials are likely to respond positively to a brand that produces useful content, 31% of them claim that they’ll make purchases from a brand that serves valuable content, and 30% of them say they don’t engage with content that’s not useful and fails to educate or entertain.

Consumers Love to Interact 

Today’s consumers don’t believe in purchasing products and services forced or barged upon them. Instead, they love to interact with multiple brands, engage, and find the most efficient ones that serve their needs and requirements.

With powerful yet engaging content, you can surely build an attractive brand voice. And an attractive brand voice can naturally drive consumers, compel them to engage, and convert them into potential clients.

The newscred survey says that 61% of the millennials claim an increased brand loyalty as an outcome of engaging content.

Consumers Demand Transparency 

In a hyper-connected and socially driven world, consumers prefer transparency more than ever. They want to know exactly with whom they’re connecting.

There’s hardly any output for the brands that are faceless and aim to grow with inauthentic messaging.

In a Boston consulting group survey conducted back in 2013, the millennials highlighted two main factors that drive them to engage with a brand. They include –

  • Rewards and discounts
  • Authentication and transparency

Interestingly, a very material factor, i.e., rewards and discounts, stands right beside a genuine factor, i.e., authentication and transparency. So, content is a crucial thing to help showcase your brand rightly in front of the audience.

Consumers Need a Purpose to Support Brands

Consumers of today are highly value-driven. They’ve walked past the stage when buying was merely done to fulfill their needs.

Instead, they do not look for a purpose to believe in and support when purchasing.

An estimated 75% of the millennials believe that it’s fairly significant for a brand to give back to society in some manner apart from just making the profit, a 2015 millennial branding survey suggests.

This is crucial because consumers feel associated with the brands they make purchases from.

These brands are almost the consumers’ identity, and so, they want them to serve a purpose and add value to society.

Content is the foundation of engagement marketing; it allows you to communicate your brand to the audience. Your brand’s vision could only be put to the forefront of the potential audience with the rightful content framing.

No matter the form of content (be it text, visuals, videos, or anything that creates one-to-one communication between your brand and the audience), it can help you succeed at engagement marketing and reach a massive potential audience.

Now that you know why engagement marketing is crucial for survival and how you can best implement that, it’s time to adapt and integrate.

However, if you need any professional assistance, several digital agencies are available that provide incredible engagement marketing services at your ease.


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