In the marketing world the term engagement means quite literally that: engagement or interaction with a brand, service or company. The goal of this marketing phase is to get people to consider using your product or service.  

In a traditional marketing funnel people become aware of your brand in the branding phase. During the engagement phase your goal is to interact with potential customers and make them consider using or purchasing what you’re offering. Finally, in the conversion phase you turn that consideration into a lead or customer. 

The messaging in the engagement phase shifts from more general messages about your brand and identity to USPs and zooms in further on your products/services, the problems it solves and needs it fulfills and why you are better than your competitors.

The funnel mentioned above isn’t always followed step by step. Sometimes a branding campaign is run and based on the number of impressions the interest of the audience is inferred. However, is that justified? The fact that you saw something doesn’t necessarily mean that it interested you or felt relevant to you, right? Only when there is engagement, meaning the potential customer took an action, can we speak of  demonstrable interest. . 

With more passive, traditional forms of advertising such as outdoor or print ads, it’s very hard to measure any interaction with the customer. Online advertising is precisely suited for this goal, because you can aim for measurable actions. Examples of such actions are leaving a like or comment, watching at least x percent of a video, clicking a link or visiting a website. 

Only then can you make any data-driven statements about the interest of your target audience and retarget this interested group in the next phase of your marketing strategy: conversion.

Our customers are different every time. Advertisers selling the exact same products can turn out to need a very different approach due to different margins, different secondary USPs, different setups of marketing teams, and different levels of online savviness. That’s why for each customer, but also for each project within the customers’ organisation, we create a custom plan, every time.

First we’ll need to understand the customers’ organisation and the objectives. By making them quantifiable, we will understand what the boundaries are of how to ‘play the online game’. Then we will dive into your data to understand the current situation and look for opportunities. In order to come up with the right (branding) strategy.

We believe that if both sides – the customer and we as the agency – bring their knowledge to the table, we can make the most successful strategies. That is why we need to get to know each other very well, have clear success metrics in place, we need to zoom out regularly, and always keep an open conversation.