Online Events: A Powerful Web 2.0 Tool for Engaging Audiences with Content throughout the Buying Cycle
Engagement marketing is a relatively new term with an evolving definition. At its core, engagement marketing is a coordinated and continuous process of connecting, in a variety of ways, with key audiences including: existing customers or members, prospects, the media, shareholders, community groups, educators, and students.
The goal is to build and nurture an active community around a company’s content. Engaging buyers throughout the buying cycle—from pre-sale to post-sale and beyond—is critical, but not every interaction is aimed at closing a sale. Many interactions have other objectives, such as building awareness, establishing thought leadership, gathering customer feedback, and nurturing current customers.