The Four Types of Customer Connection and Respective Engagement Levels

Marketers are still working their way to understanding the customer in front of them. The opportunity for business is to understand each customer as an individual — and they can do that through direct interaction.

Technology allows us to see a fraction of what people are interested in and what they say. Enough to start the conversation. We can become better at presenting information that is timely and situational in a personal sense when we learn to respond respond quickly and get involved on our side.

In this presentation, I explored four types of customer connection and their resulting engagement levels. Watch the engagement reader as you consider:

  1. technology and tool adoption
  2. collaborative filtering in a community
  3. content creation
  4. social signals

You should treat content as an asset and organize your resources to:

  • start thinking like a media company
  • understand your customer content needs
  • integrate across paid, earned, and owned media

Remember that digital media is the room in which you hold the conversation. It still comes down to saying, doing, or producing something valuable for your customer.



Valeria is an experienced listener. She is also frequent speaker at conferences and companies on a variety of topics. To book her for a speaking engagement click here.

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