Marketing mentality

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However, reducing its concept to this is a problem that leads to misconceptions of its importance. Engagement not only covers reactions on social channels , but also the brand's entire communication strategy with its consumers and potential clients with the aim of generating their active participation . It goes far beyond, therefore, the so-called vanity metrics and tries to understand the quality of likes and comments, seeks to interpret the numbers and contextualize them. In the same way, it goes beyond social networks and covers channels such as email .


The main purpose of generating engagement is to strengthen business Phone Number List relationships and go beyond a simple commitment to buy and sell . The company better understands who its customer is and tries to assimilate and understand their problems, needs and ambitions to then know how to communicate and establish a bond of friendship. In this context, the connection between the brand and people becomes horizontal, as if they were friends talking and not like someone trying to impose a product or an idea.





This is consistent with the modern marketing and Inbound Marketing mentality and also with the vision of digital transformation . Then, engagement becomes a weapon to position your company correctly in the digital world in which the customer already has a more active posture. The consumer is a person with the power of choice and greater influence, with characteristics that allow him or her to make a safer and less influenced decision. In this way, the idea of ​​​​conversing naturally with consumers places the brand in a healthy way in people's daily lives.