Comments on: ANA Question #2: New Customer Engagement Techniques?

By: Kristil

Kristil — Mon, 24 Mar 2008 16:33:20 +0000

Using microsites, rich media (e.g. expandable banners, peel-back ads etc), customized media programs (resource centers, online classes, etc), video, podcasts, mobile, etc are all great ways to keep users engaged. Depending on the goals and target audience, users typically are more engaged when they can learn something new and have that information right at their finger tips. Having the right message and medium can have an affect on brand perception, the purchasing process and the success of a campaign.

By: Doug Strubel

Doug Strubel — Fri, 21 Mar 2008 11:57:26 +0000

I think web sites and micro sites can do much to get people engaged to the point of “hand raising.”
When we give visitors the tools to to assess their situation it effectively aligns the company as a logical provider of the solution. Let them answer some questions to assess their situation, e.g., a scorecard allowing them to identify holes in their current sales efforts. Or perhaps give them a tool to diagnosis what ails them, i.e. perhaps a calculator that let’s them tally their real costs of operating old equipment.
I worked at a company leveraging these web site tools and when the phone rang prospects frequently (and proudly) announced what their problem was and the conversation around how we can help solve the problems commenced seamlessly. And that sales cycle was sped up.

By: Jim McLean

Jim McLean — Thu, 20 Mar 2008 20:13:30 +0000

I’m seeing a resurgence of neatly signed and carefully folded, good old-fashioned letters.

By: Nancy Alexandroff

Nancy Alexandroff — Thu, 20 Mar 2008 19:07:30 +0000

I can’t tell you what I think we’ll see, but I can tell you what I’d like to see, re: new engagement techniques: A return to “old school” methods of getting attention. In other words, face-to-face contact to build business, generate leads, etc.