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User Engagement is the Holy Grail of Digital Marketing

12/19/16, 10:03 AM
Alex Kastanas

User Engagement is the Holy Grail of Digital Marketing.jpg

Digital media isn’t just about impressions and brand building, it’s about creating long term relationships with your customers. But how do you find the elusive sweet spot?

Customer Engagement as the Secret Ingredient

No digital marketing campaign is complete without analytics, measurable data, and a proven timetable. The problem is, without user engagement, your digital marketing efforts amount to little more than yelling into the void. It’s important to know exactly what your clients are looking for when it comes to a relationship with your brand. Here are a few questions to ask yourself:

  • What are my customers’ needs from me online? (Do they want to buy products, ask questions, garner information?)
  • What tools do we have at our disposal to offer our customers value online?
  • How can we create an integrated campaign that surrounds the customer with relevant information, inciting conversation?

Why User Engagement is So Hard to Bottle

The textbook definition of customer engagement is something like: “Repeated interactions that strengthen the emotional, psychological or physical investment a customer has in a brand." There are two key components here that present no small task: repetition and customer investment. In order for your customer to want to engage with you on a regular basis, you have to offer them something of value that encourages them to make a time investment. Online communication should be a mutually beneficial relationship between two parties.

The first step in knowing how to engage your customer is knowing who they are. Millennial buyers are going to want something different from you online than experienced B2B players. Persona development is one of the most underrated aspects of a digital marketing campaign and should drive everything, from your paid ads to blog content to your website as a whole.

The Rewards of Digital Marketing Engagement

When done right, digital outreach provides myriad rewards. Brands have the potential to reach their customers immediately with unprecedented speed. They’re able to talk to them in volume that far outweighs traditional, fragmented media buys. And the costs of online engagement with customers are relatively low, providing some of the best ROI data in marketing.

Engaging with customers deepens their connection to your brand, and it humanizes your business. As the average consumer grows younger and younger, that connection is important. Ask yourself: is my digital marketing plan encouraging my customers to engage, or am I just spinning my wheels?


If it’s the latter, Synchronicity can help. We’re ready and able to work with you on a digital marketing plan that’s both measurable and engaging. The right plan doesn’t just land you customers, it teaches them.

Topics: Social Media

Alex Kastanas

Alex Kastanas