5 Ways Loyalty Can Redefine Engagement

Many advertising or branding practices might preach consumer engagement, but they aren't offering real value as a result of that engagement. Therefore, they can devalue the entire model by taking resources from brands and advertisers without merit and where it's not been rightfully earned.

Brands that focus on building long-term, value-based campaigns can foster greater consumer engagement. What are some ways that true customer loyalty is redefining the meaning of an engaged consumer?
• Real customer engagement provides a 100 percent share-of-voice, where the advertiser’s presence is measured against a set total market. This allows consumers the ability to engage with the brand offering in a clutter-free environment.
• Always having the permission of the consumer to engage them with content is of paramount importance, not just because it's a legal matter, but because in marketing it’s always better to get permission instead of asking for forgiveness.
• Building solid consumer lifetime value is achieved through a deeper understanding of what the customer wants in terms of both product and messaging. The key is to develop campaigns and communications that focus solely on the customer’s wants.
• Companies that wish to foster long-term brand engagement need to focus on fresh and relevant content at all times. Trends and interests change quickly in the online world, and maintaining a sense of relevancy will hold the customer’s interests first, with their purchasing to follow — hopefully.
• Customers need a reward for their time and actions. Loyalty to a brand just based on relevant messages only goes so far. You need to introduce rewards that add tangible value to the recipient’s everyday life.