Customer engagement top on marketers' minds

Marketing companies are paying more attention to customer engagement - with social networking and video-sharing sites at the top of their radar, according to new research.

A survey by E-consultancy and cScape reveals that over three quarters of organisations - 77 per cent - say that the importance of customer engagement has increased in the last 12 months.

According to the second Annual Online Customer Engagement Report, 90 per cent of respondents said online customer engagement is either "essential" or "important" to their organisations.

Companies are also recognising the importance of an integrated marketing approach - 86 per cent see a consistent online and offline customer experience as "essential" or "very important".

Richard Sedley, customer engagement director at cScape, said: "The term and concept of engagement has entered mainstream business consciousness and is being bandied around the web more than ever before.

"But most companies still experience barriers to achieving effective online engagement and the gap between aspirations and realities is yet to be bridged."


© Adfero Ltd

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