Research Reveals Trends in Digital Marketing Engagement

In many ways, engagement is the most important marketing metric in the digital age, indicating a target audience’s level of loyalty and interest in a brand through online communication channels. With such a rapidly diversifying set of tools and technologies to use, however, many marketing strategists are having trouble identifying the best possible equation for engagement. In other words, a wider range of digital possibilities creates more opportunities for success, but they can obscure best practices amid new complexities and challenges.

That’s why marketers should utilize every piece of research and expertise in their arsenals to craft a winning engagement strategy in the digital landscape. Here’s a snapshot of some of the latest findings from the frontier of marketing innovation to help brand strategists engage consumers to the fullest possible degree.

Content takes center stage
Since it was first introduced as a formal concept years ago, content marketing was viewed as an up-and-coming trend, set to make a major splash on engagement and sales. Now, it is widely considered a pillar of an engaging brand strategy, and many successful campaigns center on the development and proliferation of written material, compelling images and video resources. When eConsultancy asked marketers “Which marketing trends are changing the way you engage with global customers?” nearly two-thirds (60 percent) pointed to increased competition in content marketing.

So, with a more competitive landscape to navigate, what are leading marketers doing to boost engagement through content? The source noted that personalization has been a proven approach for many innovative brands, with companies leveraging consumer purchase and browse behavior patterns to deliver more individualized content to their email inboxes and social media feeds.

Diverse devices and formats
Not only is the average consumer looking for a more personalized experience to meet their engagement criteria, but they also want to access content through a wider variety of devices and channels. According to the eConsultancy report, today’s top brands agree nearly unanimously (96 percent) that an increasingly mobile audience has presented new and exciting opportunities for engagement, and device proliferation also shows potential. As an article from Diginomica​ noted, mobile marketing is now non-negotiable, proving that device optimization is a critical factor for success.

As brands evolve their marketing strategies moving forward, they’ll discover for themselves that personalized content, cross-channel campaigns and mobile functionality will be three essential elements for engagement.