Being present on social networks is not enough, it is only just beginning. It is important to ensure interaction and listen to individual customers in order to optimize your message: online engagement. How do marketers use this technique and what are the results? You can read the answers in the Infographic Day series.
Majority of marketers in orientation phase
Utrecht University has investigated, on behalf of GX Software, how marketers use online list to data engagement and what results they achieve with it. The study was conducted among 15,000 marketers in the Netherlands and the United States. The research shows that online engagement is developing: 15 percent of respondents currently use this method. A large majority of 57 percent are still in the orientation phase. Marketers who use online engagement make the most use of the website, e-mail, Facebook and Twitter.
When asked why marketers use online engagement, most respondents indicate that they use the technique to increase customer satisfaction. They also use it to reduce the number of customers who leave their organization or brand (also known as the ' churn rate ') . Respondents see results from using online engagement: marketers report 30 to 100 times more clicks, 60 percent to 70 percent more conversion and sometimes even up to 50 percent more turnover when using customer-specific messages.
Check out the infographic below for more research results. Click on the image for a larger version.