A good relationship is a two-way street – a wisdom that applies to all relationships, and in this case, the relationship between a brand and its customers.
While traditional marketing and advertising channels only work in one direction (think billboards, radio, and ), today’s digital channels allow for two-way interactions. While your brand can reach out to job function or professional person and industry email list your customers, your customers can also directly engage in a relationship with your brand through social media platforms, email, phone calls, and other avenues.
In a world of two-way communication, one-way marketing doesn’t work.
To build a strong, memorable relationship between your customers and your brand, your customers need to actively engage with your marketing efforts. Customer engagement can range from sharing your brand’s social media posts and responding to online surveys to attending events or recommending your brand to friends and family.
