How customer engagement informs your marketing strategy

“Customer engagement is the emotional connection between a customer and a brand. Highly engaged customers buy more, promote more, and demonstrate more loyalty. Providing a high-quality customer experience is an important component in your customer engagement strategy.”- Adapted from Google Marketing Platform.

Evaluating Customer experience is a rich strategy to evaluate your performance. Customers are the most important assets in a business, it is therefore important to actively engage with your customers using their feedback to inform your business mix.

According to Google Marketing Platform 61% of people expect brands to tailor experiences based on their preferences. According to this insight the best action to take is to build on your business through past interactions with your customers.

Having a comprehensive understanding of your customers is key to achieving core business goals. Whether you’re trying to build (or optimize) the customer experience, create more engaging content or increase sales. Knowing your customers better than they do is key.

Here are some of the techniques you can implement to understand your customers better;

  1. Enforce Intelligent Customer Engagement

Majority of consumers agree that good services make them feel more positive about the brands they engage with Interactions with your consumers boosts your performance. Involving your customers in customer satisfaction surveys is a rich strategy and informs your engagement with your consumers. suggests these three key principles to follow when designing a survey:

i) Remove bias: Ask the customer for their opinion without projecting your own. Get their uninfluenced, impartial opinion. You want genuine insights, even if they’re negative. An example of this could be something as simple as “What do you think we could do better?”
ii) Be Solid: Use simple language that asks for feedback on a specific topic. For example, “How have you improved marketing effectiveness using our software?” will help to determine the value your customers are getting from you.
iii) Establish an aim: Your surveys should address one area of the customer experience. The aim is to get insights that you can then act upon.

2. Build on your Buyer Personas

A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customersMany marketers make use of using generic demographics like age, profession, and location to develop their buyer personas. These data points simply don’t provide enough information to understand the customers’ path

One way to understand your customer preferences is to use the Acquisitions tab on Google Analytics to track your website traffic providing you with reports that actively informs you on their behavior such as sessions This kind of data can be leveraged to transform your business mix.

“Instead of using technology to automate processes, think about using technology to enhance human interaction.” –Tony Zambito, lead authority in buyer personas.

3. Generate Insights from User Data

This analytics show how people are engaged on your website including the pages they viewed, landing and exit pages, what visitors searched on your site, and whether they interacted with a specific element.

Analytic tools such as Google Analytics provide great insights on customer engagement data that helps you analyse the behaviour of your customers, such kind of analytics informs your investment decisions allowing you to focus on weak areas enabling you to gather higher traffic.

4. Evaluate, Measure and Forecast

Creating a plan for future customer engagement is just as important as creating a plan for the present. This puts customer experience teams in the right frame of mind to respond to customers during stressful or challenging situations.

An insight on purpose of market research;

5. Traverse Your Customers’ Journey

A way of understanding the customer’s journey is putting yourself in the customer’s shoes. For instance, would you be satisfied by your own product or services if you were to purchase them?

This can be evaluated through advanced tools such as customer journey mapping, a method where companies create a detailed, graphical representation of the customer journey based on critical touch points interactions between a customer and your brand before, during, or after purchase


Thanks to advanced analytics, behavioral recording tools, and stronger customer touch-points, understanding customer behavior has gotten easier than ever.

Take the challenge and visit and create your survey and engage with your consumers directly to easily measure your performance.

Leave us a Comment.

20 thoughts on “How customer engagement informs your marketing strategy”

  1. I’m impressed, I have to admit. Rarely do I encounter a blog that’s equally educative and entertaining, and let me tell you,
    you have hit the nail on the head. The problem is something that
    too few folks are speaking intelligently about. Now i’m
    very happy that I stumbled across this in my hunt for something relating to this.

  2. Pretty nice post. I just stumbled upon your weblog
    and wished to say that I’ve really enjoyed surfing around your blog posts.
    After all I’ll be subscribing to your feed and I hope you write again soon!

  3. I am really inspired with your writing abilities as smartly as with
    the format to your weblog. Is this a paid topic or did you customize it your self?
    Anyway stay up the excellent high quality writing, it’s rare to peer a nice weblog like this one nowadays..

  4. I don’t even know the way I finished up here, however I thought this submit was
    good. I do not realize who you might be but certainly you are going to a famous blogger for those who aren’t already.

  5. It’s really very complicated in this busy life to listen news on Television,
    therefore I just use internet for that reason, and obtain the latest information.

  6. Hi there to all, as I am in fact eager of reading this
    website’s post to be updated on a regular basis.
    It carries good information.

  7. Your style is so unique in comparison to other folks I have read stuff from.
    Many thanks for posting when you’ve got the opportunity, Guess I’ll just book
    mark this blog.

  8. I love your blog.. very nice colors & theme. Did you make
    this website yourself or did you hire someone to do it for you?
    Plz reply as I’m looking to construct my own blog and would like
    to find out where u got this from. cheers

  9. I blog quite often and I seriously appreciate your content.
    This great article has really peaked my interest. I am going to book mark your website and keep
    checking for new details about once per week. I subscribed to your RSS feed too.

  10. Hi, Neat post. There’s an issue together with
    your web site in web explorer, could check this? IE nonetheless is the
    market leader and a large element of other folks
    will pass over your excellent writing due to this problem.

Leave a Comment

Your email address will not be published.