User engagement is not a one-way street. In fact, the way a user engages with a brand is dependent on their preferences and what works best for them. User engagement is misunderstood in the business world because many are unaware of technology’s role in making engagement more feasible for everyone. Engaged daily users interact with a brand not only because they love the product but because it’s easy to do so. Opening an app and clicking a like button or a star representing how satisfied they are with the product are easy tasks. Let’s face it, many users will only write a story about their experience if the product or service negatively impacts their lives. Highly engaged users are usually happy to share their experiences and even help teach other customers how to make the most out of the product. Here are the four types of user engagement.
The Contextual Engagement Context includes understanding the “why” behind a customer’s engagement. Technology is the liaison that helps marketers better understand why consumers react to their products in a certain way. For example, customers who engage with a brand at a particular time of day may do so because they see a specific infomercial play on the television. If a brand knows that an infomercial is increasing sales, they can make changes to it to offer upsells with the current offer. They can also offer deals and limited-time offers that create urgency in their buying market. The Engagement of Convenience The engagement of convenience is self-explanatory. Many businesses add convenience to the shopping experience to increase user engagement. Think about it. How many people use the Walmart app to do their grocery shopping? It takes the guesswork, time, and effort from the shopping experience. All they have to do is select the items they need on the app and drive up to the designated section of the store to pick up their food.
They don’t even have to get out of their cars. Walmart Photo Restoration Service associates bring their food out and put it inside the car for them. Customers who don’t even want to pick up their groceries can order them on Amazon or Instacart. While grocery shopping online is a newer way of shopping, it has grown dramatically in a small amount of time. Customers share their experiences with these companies. All of the customer feedback is used to improve user engagement. If the engagement of convenience can be utilized in a business, definitely use it. Consumers may choose a product or service based on convenience versus a need. How often have you purchased something at your local Dollar General Store that wasn’t what you usually use because you didn’t want to go to Walmart for one thing?