Virtual engagement
Encyclopedia
Virtual engagement is a metric to determine the level of affinity between a company and its customers. In today's internet economy
, few things matter as much to marketers
as the intensity of the feelings a customer has towards the brand
or the product
of a given corporation
. Marketing professionals are engaging prospects and moving them along the customer engagement
cycle to become customers and finally advocates.
Online environments play a critical role for customer lifecycle management
, where Virtual event
s have established themselves as part of the marketing mix
. Here, all customer activities take place in a controlled environment, allowing detailed feedback about the level of engagement. The customer engagement index can be used to measure how successful a company is in connecting with its community
. It is a metric, derived from an aggregation of behavioral and demographic variables and used for assessing lead quality during events in virtual environments.
Industry analysts have established community engagement
as a concept, as it has become clear that companies need to focus on a more granular level on the behavior of individual customers or prospects to determine the strength of the connection they have been able to establish.
Internet Economy
The internet economy conducts business through markets whose infrastructure is based on the Internet and World-Wide Web. An Internet economy differs from a traditional economy in a number of ways, including: communication, market segmentation, distribution costs, and price.- Internet economy...
, few things matter as much to marketers
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
as the intensity of the feelings a customer has towards the brand
Brand
The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."...
or the product
Product (business)
In general, the product is defined as a "thing produced by labor or effort" or the "result of an act or a process", and stems from the verb produce, from the Latin prōdūce ' lead or bring forth'. Since 1575, the word "product" has referred to anything produced...
of a given corporation
Corporation
A corporation is created under the laws of a state as a separate legal entity that has privileges and liabilities that are distinct from those of its members. There are many different forms of corporations, most of which are used to conduct business. Early corporations were established by charter...
. Marketing professionals are engaging prospects and moving them along the customer engagement
Customer engagement
Customer engagement refers to the engagement of customers with one another, with a company or a brand. The initiative for engagement can be either consumer- or company-led and the medium of engagement can be on or offline....
cycle to become customers and finally advocates.
Online environments play a critical role for customer lifecycle management
Customer lifecycle management
Customer Lifecycle Management, or CLM is the measurement of multiple customer related metrics, which, when analyzed for a period of time, indicate performance of a business...
, where Virtual event
Virtual event
A Virtual Event is a gathering of people sharing a common virtual environment on the web, rather than meeting in a physical location. Virtual events are highly interactive, looking and feeling a lot like their physical counterparts....
s have established themselves as part of the marketing mix
Marketing mix
The term "marketing mix" was coined in 1953 by Neil Borden in his American Marketing Association presidential address. However, this was actually a reformulation of an earlier idea by his associate, James Culliton, who in 1948 described the role of the marketing manager as a "mixer of ingredients",...
. Here, all customer activities take place in a controlled environment, allowing detailed feedback about the level of engagement. The customer engagement index can be used to measure how successful a company is in connecting with its community
Community
The term community has two distinct meanings:*a group of interacting people, possibly living in close proximity, and often refers to a group that shares some common values, and is attributed with social cohesion within a shared geographical location, generally in social units larger than a household...
. It is a metric, derived from an aggregation of behavioral and demographic variables and used for assessing lead quality during events in virtual environments.
Industry analysts have established community engagement
Community engagement
Community engagement refers to the process by which community benefit organizations and individuals build ongoing, permanent relationships for the purpose of applying a collective vision for the benefit of a community...
as a concept, as it has become clear that companies need to focus on a more granular level on the behavior of individual customers or prospects to determine the strength of the connection they have been able to establish.