Engagement (Consumer) refers to the involvement that user/customer shows towards a brand.
It is built at the very moment when the relationship between brand and user takes shape.
There are a variety of activities and strategies for increasing theEngagement of one’s users/customers, and many of these make use of marketing automation features.
Consumer engagement can be defined on the basis of its three dimensions:
- cognitive dimension: this is the expression of the psychological state that the consumer shows when faced with a relevant brand. It is at this stage that relevant associations are created in the consumer’s mind that contribute to the enhancement of brand relevance;
- emotional dimension: this is the stage that denotes the emotional involvement of the consumer, involvement that mostly arises from relational exchanges with the brand;
- behavioural dimension: this is the stage, without a doubt, the most complete one, which requires the relationship between brand and consumer to go beyond the previous two stages in order to manifest itself. It is here, in fact, that the active participation of the consumer in the construction of value is shaped.
The consumer thus becomes co-creator of the product itself and the offer and co-author in communication and promotion activities. Think, for example, of consumers who become loyal, become brand ambassadors of the brand itself and fuel its promotion and referral marketing activities.
