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Silverpop
From First Click to Lifetime Customer
Engagement Marketing Solutions
Engagement
Marketing:
Partnering With YourCustomers for Success
WHITE PAPER
 
Engagement Marketing Solutions
Silverpop
WHITE PAPER
www.silverpop.com 1-866-SILVPOP (745-8767) © 2009 Copyright Silverpop. All rights reserved. The Silverpop logo is a registered trademark o Silverpop Systems Inc.
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It’s a new age in marketing, and one thing is clear: marketers no longerhave exclusive control over brands.Today, brands are no longer dened by marketers. Although the 60-secondcommercial and Web-site descriptions will always be a part o the buy-ing decision, these traditional marketing channels are just a small voiceamong other more compelling sources o input. In the Web 2.0 world,brands are dened by the very people who are infuenced by them—cus-tomers. Brands are built by the countless conversations taking place—pri-marily online—between current and potential customers. Without a roadmap to navigate through this uncharted digital expanse, marketers areunderstandably anxious. But the truth is, the Web and the growth o socialmedia have created an opportunity that will catapult marketing to a newlevel o eectiveness and infuence.The new world o marketing takes advantage o the online social phenom-enon by participating in the dialogues and orums that many marketers earotherwise are undermining the traditional approaches to branding. The newworld o marketing acknowledges that buyers are driving the brand, and itinvites buyers to dene the kinds o marketing they will receive. The newworld o marketing listens as oten as it speaks. It understands individuals,not just audiences, and it preers anticipation over interruptions.This new world o marketing is called
engagement marketing 
.Marketers must become adept in this new world to stay competitive.This white paper oers strategies and tactics or implementing programsthat create a dialogue with prospects and customers to build brand value,increase customer loyalty and drive revenue
What Is Engagement Marketing?
Like many words that all victim to overuse, “engagement” is in dangero losing its meaning or marketers. “Engagement” is more than just anindustry buzzword; it is becoming the cornerstone o savvy marketing. Along with the Web 2.0 technologies that enable marketers to understand
ENGAGEMENT MARKETING:
Partnering with your customers for success
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s the venerable mass-media age o broadcast advertising yields tothe digital era, an exciting new landscape o marketing channels andone-to-one relationships is emerging. With the rise o the Web, empoweredconsumers have unprecedented access to a vast array o product andcompany inormation, as well as control over the marketing messagesthey receive. The surge in social media use has given voice to hundreds omillions o people who are reely sharing their thoughts and opinions throughsocial networks, photo and video sharing sites, blogs, community orums,wikis and more.
and communicate relevant messages, engagement makes it possible ormarketers to cultivate vibrant brands, legions o loyal customers and ans,and ever-increasing revenues and marketing returns on investment.Engagement is a marketing approach that—in contrast to traditionalbrand and direct marketing strategies—allows a brand’s customersand prospects to shape the company’s marketing. People choose whatmessaging they will receive, and in what channels. Engagement marketingbegins at the moment someone takes an action and initiates a dialogue,such as by signing up or an email program or reading a product reviewand requesting more inormation.
 
Engagement Marketing Solutions
Silverpop
WHITE PAPER
Engagement is a worthy pursuit. But it is also a practical one. Interactivecontent must be combined with powerul branding and clear calls to actionin order to achieve your business goals. As you implement an engagementmind-set into your marketing programs, keep in mind that:
Engagement
means someone is listening to you, and you must engage thatperson in order to persuade him or her to buy or become a an and brandadvocate. Content itsel can be engaging, but as many now-amous engagingvideos or Web sites have show, the actual brand, as well as the call to action, canget lost in the excitement around the content. Thereore, engagement alone is notsucient or sales. To drive revenues, you must also have an end in mind.
Engagement marketing
is the deliberate application o strategies andtactics that drive someone toward measurable lietime customer valueand/or provide opportunities and impetus to participate in dialogues,interact with your brand, and infuence others to become buyers.Ultimately, the goal o engagement marketing is to create relationships that bene-t both customers and organizations. In a survey o 1,300 marketers, 38 percentsaid the value o engagement marketing is that it increases customer lietimevalue. But nearly the same percentage (34 percent) said it is about increasing thevalue the company delivers to the customer.
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In act, it is both.
The Strategyof Engagement Marketing
Given the stormy nancial situationorecast or the immediate uture,companies will be orced to ocus onexisting relationships and customersmore than ever. Embracing amarketing philosophy thatenables you to connect deeplywith customers is a smartway to build brand loyaltyand weather the storm. Andwhen the economy eventuallyrebounds, the benets oengagement marketingwill put you in a position ostrength compared to yourcompetitors.While studies nd that marketers recognize the importance o customerengagement, the December 2008 “Online Customer Engagement Report”rom Econsultancy ound that
 
ewer than hal o organizations actually haveput a dened customer engagement strategy into place.
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How to go aboutestablishing a deeper and more benecial relationship with customers andprospects eludes most organizations.Strategies that lay the oundation or engagement include:
Multichannel messaging
—In the new era o engagement marketing, younot only need to give your customers the messages they want, you needto deliver it through the channels and at the times they preer. Today thatmeans a multiplicity o channels in addition to email, including RSS, mobileand direct mail. Your messaging in these channels or any other touch pointsshould be unied and support each other.
Customer-centric Web sites
—Your Web site is the ultimate online des-tination or your customers and prospects. It should encourage participa-tion, oster dialogues, and deliver unique content based on past customerbehaviors and preerences. Place an opt-in or your marketing messagingprogram prominently on every page. Oer user reviews, customer orumsor other methods o eedback and commentary. And approach Web sitesas a personalized communication channel that you can use as part o yourtwo-way dialogue with customers. By “listening” to the exchange o ideas,you can better understand the needs o your customers and potentialcustomers and truly engage them.
Data gathering
—To truly engage with customers, particularly across manychannels, marketers will need to view and act on data rom across these com-munication vehicles. The email database is morphing into the communicationsdashboard or a wide variety o relationship marketing touch points. Today, thiscentralized database can be used to personalize messages sent to customersin a variety o channels including email, RSS and mobile. Additionally, inorma-tion can fow into this database rom these and other applica-tions, such as Web analytics platorms, and be used totrigger personalized messages that then go outto customers in the channel o their choice.Inormation can also fow
from 
theengagement marketing database topopulate personalized surveys andWeb pages. Marketers increas-ingly can touch customers inthe channel they preer withthe personalized, data-driven content they want.
Time-based (liecycle)messaging.
You candrive engagementlevels very high i youtalk about a productat the same time thata person is interestedin making a purchase.
 
The dierence between targetingand engagement marketing
Targeting is a one-way conversation in which you send messages youbelieve the customer will nd relevant. Engagement marketing is a two-way interaction in which you ask customers to participate in the dialogue,thereore assuring that these customers are waiting to hear rom you. Although targeted marketing is an essential part o any savvy marketingplan, it’s no longer enough. As customers gain more control over the brand,it’s imperative to engage them too.
www.silverpop.com 1-866-SILVPOP (745-8767) © 2009 Copyright Silverpop. All rights reserved. The Silverpop logo is a registered trademark o Silverpop Systems Inc.
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