7 The ARF World Federation of Advertisers 8 Nielsen Media Research IAG Research

7 the arf world federation of advertisers 8 nielsen

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[7]The ARF, World Federation of Advertisers,[8]Nielsen Media Research, IAG Researchand Simmons Researchwere in the process of developing a definition and a metric for customer engagement.[9]Various definitions have translated different aspects of customer engagement. According to Forrester Consulting's research in 2008, it has defined customer engagement as "creating deep connections with customers that drive purchase decisions, interaction, and participation, over time". Studies by the Economist Intelligence Unit result in defining customer engagement as, "an intimate long-term relationship with the customer". Both of these concepts prescribe that customer engagement is attributed by a rich association formed with customers. With aspects of relationship marketing and service-dominant perspectives, customer engagement can be loosely defined as "consumers' proactive contributions in co-creating their personalized experiences and perceived value with organizations through active, explicit, and ongoing dialogue and interactions". The book, Best Digital Marketing Campaigns In The World, defines customer engagement as, "mutually beneficial relationships with a constantly growing community of online consumers". The various definitions of customer engagement are diversified by different perspectives and contexts of the engagement process. These are determined by the brand, product, or service, the audience profile, attitudes and behaviours, and messages and channels of communication that are used to interact with the customer.Since 2009, a number of new definitions have been proposed in literature. In 2011, the term was defined as "the level of a customer’s cognitive, emotional and behavioral investment in specific brand interactions," and identifies the three CE dimensions of immersion (cognitive), passion (emotional) and activation (behavioral).[10]It was also defined as "a psychological state that
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occurs by virtue of interactive, co-creative customer experiences with a particular agent/object (e.g. a brand)".[11]Researchers have based their work on customer engagement as a multi-dimensional construct, while also identifying that it is context dependent. Engagement gets manifested in the various interactions that customers undertake, which in turn get shaped up by individual cultures.[12]The context is not limited to geographical context, but also includes the medium with which the user engages.[12]Customer engagement is critical for the success of companies or brands in a technologically connected society. This progressive customer environment requires direct communication with customers so that they are involved in the process, giving them control in exchange for their attention, to increase brand awareness and loyalty, and to earn word of mouth. These exchanges
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