Is Engagement about deals or more?
But is that something to worry about?
Brands are using discounts or freebies to increase the affinity for brands and the likelihood to purchase, build and safeguard brand reputation, get new product ideas, gather feedback, demographics and other information from consumers. It helps them drive traffic to brand sites, where visitors are engaged via new marketing techniques. These brands are taking their chances to connect with the consumers and equipping themselves with key consumer insights for brand war of future.
Eventually the motive is to shift focus from brand awareness and impressions to driving people to make purchases and spread the word about products and services they use. Studies suggest that consumers do get influenced by digital interactions with a brand and there is a relationship seen between digital interaction and sales.
Is it worth the investment? Maybe, if not, at least consumers will choose to converse with a savvier and trendy partner or one simply offering them a better deal.
