Why Track Customer Engagement?

"Content is king, but engagement is queen, and the king is worthless without her."

This is a quote from Entrepreneur & Social Media Strategist, Gary Vaynerchuk, better known as Gary Vee. In a world where millions of content is being pumped out in a day, it is important that your brand attempts to stay above the waters instead of being drowned out by the noise. This is where customer engagement comes in.

You can have the best content in the world, but if no one is actively engaging with them, then it makes your content pointless. Customer engagement is the level of interaction and emotional connection between a customer and a brand. This goes beyond the customer simply making a purchase and encompasses the ongoing relationship a company cultivates with its consumers across multiple touchpoints in the funnel.

There are several main reasons why brands should track customer engagement:

Understanding Customer Satisfaction and Retaining Them

Tracking engagement metrics allows brands to gauge how customers are interacting with their products, services and/or content. This can provide useful insights into customer satisfaction and loyalty, allowing brands to identify key areas of improvement and ensure an overall positive customer experience.

Engaged customers that have been constantly interacting with a brand? are more likely to become loyal and repeat customers as they would be willing to spend more money with that brand. Tracking customer engagement helps identify these valuable customers and tailor marketing efforts towards retaining them.

Improve Marketing and Communication Strategies

Engagement tracking reveals which marketing channels and messages resonate with customers. This data can then be used to further refine campaign strategies, personalise communications and deliver content that hits, in turn increasing more engagements.

Identify Brand Advocates

Once a brand has identified their loyal and repeat customers, they are more easily converted into brand advocates by promoting the brand through their own channels such as word-of-mouth marketing and positive online reviews. Tracking engagement helps identify these brand champions and nurture their loyalty by giving them incentives or discounts.

In short, tracking customer engagement provides valuable data to brands that can help them stay ahead of the curve and give them a competitive edge. Tracking customer engagement also helps marketers refine their marketing strategies to achieve their business goals and grow their brand into greater heights.

iWISERS has a multitude of social intel solutions and custom objective research services working with brands across APAC. Drop an email at [email protected] or chat with us on LinkedIn, @iWISERS for social intel or industry studies that enable people-centric data-based decision making.