Customer Engagement and Retention are key success parameters for Marketers and Brand Owners. While the past decade has seen various approaches and experimentation to create a success story, however, what is different now are the tools & platforms marketers are using to get customer engagement. PR or Earned Media is playing a frontal role in this journey. A deep dive into Eikona’s data reflects a very positive trend of how Earned Media is being leveraged to communicate a Brand’s customer engagement initiatives.
Lataely, there has been a surge in various types of Customer Outreach and Engagement initiatives. Brand’s are creating and sustaining both Online and Offline touchpoints towards this. Examples of Online touchpoints are: Mobile Applications, Online Contests etc. While Offline touchpoints include: Customer Awareness Programmes, On-Ground Activations, Customer Celebrity Initiatives, etc.
CXOs and Business Heads are taking extra efforts to engage with the end consumers through articles, Q&As, discussion forms etc. For all this, they are turning to the PR managers to help them create the right visibility & relay the message across.
The data below shows a trend of Customer Service stories written about in the media from 2013-15. While the quantum has seen a slight drop in 2014, the trend is an increasing one, showing the increasing dependency on PR/Earned Media to push the wagon ahead.
Typically, customer connect initiatives would be relegated within the activation-marcomm corridor. PR/Earned Media would have been the last resort to push out customer engagement initiatives to their target audience. The above data shows that corporates have realized the benefit of PR and its role towards aiding customer engagement.