It started with junk mail. That became spam, and now it’s happening in social media – people are constantly bombarded with demands for their attention, and as a result have started to tune out. So what’s a marketer to do?
Technology thought leader and Constellation Research CEO R “Ray” Wang says the future of any business depends on their ability to engage the customer in a way that is genuine, but not “creepy.” This doesn’t mean necessarily following British Airways example, using facial recognition scanning to see when a customer arrived so you can engage with them.
“If you didn’t know that was going on, you’d think ‘oh my god, I’m totally creeped out right now,’” Wang said. Instead, it’s all about engaging people in a way that they are accepting of it.
Recently, Wang visited the Software Advice offices to talk a little more about how you build this kind of engagement strategy. He discussed an approach he researched called “Building Your Interaction Strategy with 9 C’s of Engagement.” This model is built on creating conversations that are natural, authentic and trustworthy.
About Ashley Verrill
Ashley Verrill is a market analyst a Software Advice. She has spent the last six years reporting and writing business news and strategy features. Her work has appeared in myriad publications including Inc., Upstart Business Journal, the Austin Business Journal and the North Bay Business Journal. Before joining Software Advice in 2012, she worked in sales management and advertising. She is a University of Texas graduate with a bachelor’s degree in journalism.