Measuring Your Engagement Marketing Strategy With Datameer

  • Ndz Anthony
  • October 7, 2022
Engagement Marketing Strategy

Engagement Marketing is a concept we frequently encounter in marketing; what does it mean,  why is it important, and how can Datameer help with this?

In this article, we will find the answers to these and more… 

We’ve got a lot to explore. Let’s dig in!

Engagement Marketing  – What’s that?

According to the CEO of Automation Ninjas, engagement marketing can simply be described as a strategy that involves engaging your customer(s) in the best way possible. 

Unlike epic marketing associated with pre-defined marketing templates and methods, engagement marketing focuses on the customer’s psyche. It involves adopting strategies to best engage your customer(s).

3 Spheres Of Engagement Marketing

Measuring Your Engagement Marketing Strategy With Datameer

a. Understanding Your Avatar & Customer: 

Understanding your customer goes beyond collecting customer demographic data. It’s about creating a relationship with your customer by understanding their behavioral and psychographic tendencies, i.e., what goes into the background, what makes your prospects do what they do, etc.

 It’s not enough to be clear on who your avatar is, but understanding how your “why” as a brand will impact them.

b. Planning Your Customer Journey (LCM): Life cycle marketing refers to the long-term nurturing steps to build a solid relationship with your customer.

Depending on the level of interaction with your customer, these steps can include email nurturing over an extended period, i.e., sending out engaging and value add content repeatedly to engage your prospects.

Your entire customer journey should be designed this way to get customers to take engagement action.

As customers and leads engage by clicking through and reading your content, you can segment customers into different buckets per their interests.

c. Behavior –  By collecting data on our user’s past social and psychological experiences and tendencies ( as it relates to interacting with our brand), we can refine our avatar, make more accurate guesses about our customer’s behavior and ultimately connect to our target audience on a much deeper level.

This closes the loops and takes us back to the first step – understanding the customer.

Interesting, right? 

Types of Engagement Marketing Strategies: Inbound Vs. Outbound

Getting a basic understanding of your customer and creating a draft customer journey plan are high-level steps.

The meat of engagement marketing is “content”; Mapping out the right digital/content strategy plan will significantly affect your marketing engagement goals.

To do this, let’s first explore two categories of digital engagement marketing; Inbound Vs. Outbound engagement marketing.

Inbound Vs. Outbound Marketing Strategies

Simply put, inbound strategies refer to people coming to you; in the case of outbound, you are reaching out to people.

Let’s break this down.

Inbound Marketing Strategy – The Pull

Content Marketing: With inbound engagement marketing, businesses use content like blog posts, videos, podcasts, whitepapers, etc., that people typically tend to search for. 

Inbound marketing is structured for scenarios where someone requires your product or service, and they search on a search engine like google and find your SEO-optimized content. 

This optimized content should give value to them and cause them to take action that leads to conversion.

High Intent but Low volume: With inbound marketing, your prospects know what they want and are often intentional about what service, product, or information they want. 

With good inbound marketing strategies, you hopefully are already prepared for this and have optimized your content to aid seamless conversion down the funnel.

Outbound Marketing Strategy – The Push

With Outbound marketing strategies, it’s the exact opposite. 

Measuring Your Engagement Marketing Strategy With Datameer

Interruption Marketing: In this case, the user may not be searching for your content, i.e., They might be browsing sports pages, interacting on social media, etc. Your attempt to interrupt that activity to advertise your product or service is known as outbound marketing.

Examples of outbound marketing are social media ads, banners, display advertising, email lists (from third parties, e.g., brokers), etc.

Low Intent but High volume: As we’ve said before, in some cases, your prospects don’t even know about your brand, hence the term “low” intent. The reach, in this case, may be high due to the volume of users you can reach with targeted ads, for example.

Measuring Your Engagement Marketing Strategy With Datameer

We’ve talked about marketing engagement strategies, how they work, and their types.

Let’s retrospect for a bit…

How can you tell if your engagement marketing strategy is effective if you understand all these engagement concepts?

One way is “by measurement” – By measurement of your key engagement metrics.

How can we achieve this?

Easy!… With marketing data warehouses like Snowflake and tools like Datameer, you can consolidate your engagement marketing data from disparate marketing channels into Snowflake and quickly transform your data using Datameer for effective reporting.

If you’d like to get started on measuring those engagement metrics, deploy a Snowflake account and consider getting started with Datameer today.


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