Every company has the same mission: to maximise their value. But in our view, your most valuable asset isn't your product or your branding or even your team – it's your customers. The most successful companies succeed because they excel during each stage of the customer lifecycle: in acquiring new buyers, in growing their lifetime value and in converting them into advocates.
And today, it's on marketers to become stewards of the customer journey and to build bonds with customers wherever they are — whether that means engaging on social media, presenting a unified experience across devices or personalising content and communications.
That's why we've developed a strategy for you - a strategy that we call "engagement marketing."
Engagement marketing is about connecting with people:
- As individuals
- Based on what they do
- Continuously over time
- Directed towards an outcome
- Everywhere they are
In this ebook, we define each of those five principles and show you what an engagement marketing strategy truly looks like. To learn how you can use engagement marketing techniques in your own marketing, download our ebook: The 5 Principles of Engagement Marketing.