The Secret of Engagement for Business Growth

Unsure of the best way to promote your business to achieve business growth?

Firstly understanding your market, product or service and customers will ensure that you select the most suitable promotional tools for your target audience.

And underpinning all communication is today’s marketing catch cry: ‘Stop Interrupting!’ .

What does this mean?

Marketing is no longer about broadcasting messages at customers in an interruptive, one way fashion. Enabled by Web 2.0, successful businesses are engaging customers via social media and other e-communications in dialogues or conversations and really listening to their customers.

New Research

A recent study by social research company, Colmar Brunton[1] highlights the changing media landscape and the wane of the ‘interruption’ style of marketing.

Interruptive, Irritating & Informative

Amongst the findings were:

Web pop-ups (35%) and TV advertising (31%) were found to be the most interruptive media, with both also regarded as the most irritating. (Web pop’s (65%) web pop-ups and 43% TV advertising.)

One in five people considered radio boring (the highest percentage for any of the advertising platforms). 21% also regarded it interuptive. However 19% found it informative.

Considered traditionally as a medium of intimacy, the radio results could possibly reflect the type and style of ad’s

So, how can customer engagement grow your business?

The benefits of customer engagement are significant.

Strong Relationships = Less Marketing

Most importantly, customer engagement forges the creation of strong relationships with customers. Strong relationships mean increased customer loyalty, repeat business and referrals. Less marketing expenditure is then required to acquire new customers.

Great for the Brand

Customer engagement is also good for the brand. Instead of fuelling negativity from irritating, interruptive communication to customers, positive goodwill towards the brand and positive word of mouth about the brand are generated. Brand advocacy results. Your engaged customers become integral to the promotion efforts and your business growth.

A Secret No Longer

In planning your promotion strategies – adopt the ‘Stop Interrupting’ mantra, engage your customers and see the positive results for your brand and business growth.