Today’s marketers around the world are continuously seeking ways of building and enhancing digital engagement. What are the key steps you should consider for increasing digital engagement?
The meaning of digital engagement shifts according to the stakeholders involved. For the Head of Marketing, customers will be the focus of engagement; whilst for the Head of Information Technology it would mean the tools that the workforce of an organisation engages with, such as software, hardware and other resources. Digital technology has transformed the way organisations communicate both externally and internally. Digital engagement refers to how these businesses use technology and operational excellence to deliver experiences to their customers.
The 3 defining C’s of digital engagement
The way organisations will do this might be different, but it essentially all boils down to being consistent, compelling and contextual.
Consistent
The extensive use of personal devices has driven businesses to deliver products, services, information and brand experiences in different ways. Always make sure that the experience you are offering across any screen size, location and medium is consistent if you want to keep customers engaged.
Compelling
You might be excelling in delivering a consistent experience, however your customers or prospects will not be engaged unless what you are delivering is compelling. Whether it is a blog, video or any other type of branded content, if it is not something that will make users react, they will not continue to engage with the experience you offer.
Contextual
As personal data collection grows within your business, you can offer relevant and personalised digital experiences. Beat the competition and use those digitised customer records, trends and analytics to make the experience more contextual.
Digital engagement – where do you start?
In today’s digital age, organisations are shifting towards dimensional marketing and are structuring their business strategies to encompass engagement, connectivity, data and technology. Organisations embracing all these strategies to engage with their clients and prospects can achieve significant competitive advantage.
We recommend starting with the following five building blocks:
1. Web, mobile, and social content enablement
To provide a consistent experience to your audiences, will require responsive design together with content that can be delivered seamlessly to the user’s context. You need to ensure that you have compelling content as well as the right technical resources to deliver it well.
2. Self-service and governance
Understand what technology is required so you can create and deliver content that your audience wants. For the best user experience, allow for personalisation, analyse user responsiveness and offer content that is relevant across mobile, web and social channels.
3. Accessibility
Content has to be relevant but it must also be easy to access. Evaluate the various options available for delivering your content to various stakeholders, localities and across different channels.
4. Digital IP and asset management
Audit your assets so that you can create, manage and provide an excellent experience. Do an assessment by checking the following:
- What information is your business managing and who controls it?
- Where are your assets located? Are they secure and protected?
- Are you using your internal resources to edit and/or upgrade them?
- Are there parts within your business that will go through digital transformation over the next couple of years? What skills do you need to make it happen?
- Who and how are you managing the rights for intellectual property usage across your organisation and externally?
- Could these assets lead to new revenue streams?
5. Cost reduction
Review your existing content and analyse the turnaround time for the creation of fresh content. Streamline your content creation and always make sure that it is consistent, compelling and contextual. Ensure that it can all be delivered to anyone irrespective of where they reside. With the right operational processes in place you can then achieve a decrease in costs!
In conclusion, marketers need to be at the forefront of digital engagement, as marketing and consumer tools evolve at a fast rate. This is imperative in order to achieve brand or organisational success.
For more information on Digital Engagement, contact our team of specialists at Deloitte Digital.
