Engagement marketing harnesses several online and offline strategies to draw a customer’s interest and get them talking about products and sevices on offer.
This contrasts with the more traditional style of marketing in which a brand concept and product proposal are presented to the customer as fixed, to be either accepted or rejected.
Engagement marketing, on the other hand, encourages customer input so that they feel closer to the brand.
The aim is to lure potential customers to the website with an initial experience, and then work hard to keep them there.