In the marketing world, we often hear about engagement as a key aspect to the success of a strategy or a certain product.
What exactly is engagement? From the English “engagement” is a term that indicates the level of user involvement with respect to a company or brand. Through engagement, in fact, a bond is created between the consumer and the brand: the relationship is all the more lasting the more information is available about the users and, as a result, appropriate tactics can be devised.
Knowing the simple definition of engagement, however, is not enough; it is also necessary to understand how this aspect can be measured.
It must first be remembered that for engagement, the definition of goal achieved is not about the final sale, but about the level of attention that is given to consumers. It is essential to get users interested in repeating the interactions they have experienced, so that they can establish an emotional connection with the brand or product, through various direct and indirect channels. To achieve the best possible performance in terms of engagement then, it is necessary to establish a deep relationship with users that is both long-lasting and stable.
It can be said, then, that the concept of engagement in marketing, calls into question a qualitative rather than quantitative approach: it is about assessing the level of social relationships that see consumer engagement rather than considering purchase frequency, sales volume, visits to an e-commerce or other numerical factors. It is precisely qualitative indicators that highlight the degree of complexity that distinguishes the costumer journey in the age of social networks and the habit of web shopping thanks to online shopping, fostering customer loyalty of e-commerce and businesses.