The Big Word- Engagement

I went to a marketing seminar yesterday about "What Drives Engagement?" There were a line of 5 speakers and one agenda challenger. They were giving their input and sharing their experiences about the topic.

Mainly, it is all about the customer. Building trust, adding value, problem solving, listening to the customer needs/wants, making content relevant to the customers, building customer relations, measuring data analytics, targeting content to the target culture that encourages conversations and connections, test marketing campaigns, observing trends and building a strong infra structure before having social media exposure. Picking the right media to bleep the story.

They touched on the word branding, that is inter-weaved in the above summary.

To put their content into focus, there is a front and the back end of managing or "driving the engagement" and the results.

The front end is the content/story, the visual, the brand identity, the promotions and more. Things that delight and excite the customers into action.

The back end is the data and analytics, the strategy, the research, the test marketing, focus groups and more.  Things that build and support the idea and the objective that lead to the front end of the presentations to the customers.

The results are the brand awareness, trust, value, loyalty, connections, that the customers react to.
In short:
I believed that the word engagement is simply to delight someone in a genuine way to reach a smile and cause an action.