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Marketers are focusing more and more on personalized, customer centric marketing strategies, to attract and engage customers. Due to online activity, customers are now active participants in finding the necessary information they need to complete a purchase. For this reason, the modern customer accesses a much greater amount of information than in the past, making some key decisions before interacting with sales. Because of the numerous channels which a buyer may access or be exposed to, influencing their decisions and direction of inquiry, many marketers choose to focus on improving customer engagement in their promotional content.
There are a few tactics that can help to increase customer engagement. The first step is creating a customer centric marketing strategy. When marketing to engage customers, rather than advertising to a passive audience, intelligent use of data becomes important. It is hard to engage people without knowing something about them. By gathering data and analyzing and using it intelligently, you increase the odds of attracting your audience´s attention. Data enables you to understand your customers. When you understand them well enough, you can begin to speak to their interests, needs, lifestyle, and social identity. Data that comes from social media monitoring can be particularly helpful in this area.
Once acquiring the understanding of your customer base, which will help you to understand how to reach potential customers, you can create a marketing strategy that will reach the channels they are on, from twitter to online publications. After choosing the channels to communicate on, you can create content which is platform appropriate, the goal being to entertain or inform, to offer something of value to customers and potential leads. Engaging them in your content.
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