270 notes tagged as ["Customer engagement"]
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With each passing year, the bar for consumer engagement steadily gets higher and higher. Shoppers are moving between digital, in-store, and social without missing a beat, and they expect brands to keep up. That’s forcing marketing teams to rethink how they operate, how they collect and use data, and how they build loyalty in a retail-first world.
In this post, we unpack the key takeaways from a panel discussion with consumer products industry experts, Cristina Marinucci (Mondelez International) and Melda Hamarat (Unilever), at the SAP Emarsys Festival Personalization Masterclass. The conversation covered everything from breaking down internal silos to scaling personalization, working with limited data access, and applying AI in ways that actually make a difference.
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What happens when the traditional levers of consumer products marketing stop working? For decades, brand recognition, mass media, and retailer relationships were enough to sustain growth. But in 2025, we find ourselves in a far more volatile and fragmented landscape. Loyalty is shrinking. Consumers are more selective, more price-sensitive, and more empowered than ever. Channels are multiplying, and digital expectations are escalating.
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Every year during this booming season, shoppers reset their routines, explore new products, and rethink their brand preferences. It’s a time of renewal — and that sentiment applies to consumer behavior as well. Economic uncertainty and a growing appetite for discovery make spring a critical time for brands to reinforce their value and retain shoppers before they move on.
Why Spring Disrupts Consumer Loyalty
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State of video report: Engagement rates down, content less promoted
Forty-three percent of businesses produce at least one marketing video a week, according to video marketing platform Wistia. But they’re not necessarily maximizing the value of their work. That’s just one of the core findings from the company’s 2025 State of Video Report.
Only 28% of the more than 1,300 professionals surveyed spend more time promoting their videos than creating them, with 53% doing the reverse: spending more time creating new content than repurposing the videos they have. “People work so hard on making a thing, they don’t spend enough time getting the thing out there,” says Chris Savage, Wistia’s CEO and Co-founder. “A lot of the opportunity is in the promotion. It’s figuring out the campaigns, the angles, the formats. Doing that really well is going to enable companies to differentiate themselves, because not everyone is doing it.”
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5 Strategies to turn customer data into revenue
This playbook reveals how brands can break down data silos, personalize marketing, and optimize loyalty programs to increase customer retention and revenue. Retailers are collecting more customer data than ever — but many fail to use it effectively. Without a clear data strategy, brands risk wasted marketing spend, missed opportunities, and customer churn.
Smart brands have employed a strategic roadmap for transforming raw data into powerful customer engagement strategies. With a blend of integrated campaigns, cross-channel personalization, and loyalty programs, brands can build stronger connections and drive measurable business impact.
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Social is the new search: Part 2
The way people search has changed. More and more, audiences are turning to social platforms — not just to browse, but to learn. From beauty hacks and home improvement tips to parenting advice, YouTube, Instagram, and Facebook have become go-to destinations for educational content.
In 2024, learning content outperformed platform-wide content across social video:
+47% YoY engagement growth on Instagram
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Personalization playbook
The Personalization Playbook is your go-to guide for proven, high-impact omnichannel marketing tactics that drive engagement, conversions, and customer loyalty. Packed with challenge-led use cases and detailed automation workflows, this Playbook helps you take the guesswork out of execution and build high-performing campaigns.
What’s Inside
Whether you’re looking to re-engage inactive customers, drive more conversions, or optimize your omnichannel approach, this Playbook gives you the strategies and step-by-step guidance to make it happen. Inside, you’ll find real-world use cases to help you:
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The global consumer products engagement report
Consumer products (CP) brands are operating in a high‑pressure environment: costs are up, supply chains are stretched, and loyalty seems harder than ever to sustain. Their customers want real connections with brands, they expect more in exchange for their loyalty. Brands truly are entering The Engagement Era.
We teamed up with Deloitte to survey 2,000 general consumer respondents across the US as well as 150 senior marketers at US enterprise-level businesses. Our extensive research showcases how both consumers and brands are adapting to shifting paradigms and embracing engagement channels beyond traditional marketing and retail media.
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TikTok has made a lasting impression on how to reach Gen Zers
For financial services company Ally, connecting with gen Zers — the increasingly influential cohort born between 1997 and 2012 — is a top priority. The brand’s TikTok page, for instance, has racked up nearly three million likes, with video content featuring how to avoid financial scammers, savings tips, and the “ 50/30/20 budget.” However, that’s just one way Ally is boosting its appeal to so-called “zoomers.”
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Loyalty over volume: Building an engaged customer base for 2025 and beyond
Customer engagement strategies have evolved significantly. Traditional high-volume marketing is less effective today. Embrace new, engagement-driven methods to deepen relationships, boost sales, and secure a competitive advantage. Read the eBook, Loyalty Over Volume: Building an Engaged Customer Base for 2025 and Beyond, to master tactics for fostering loyalty in the future.
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Newsletter engagement and retention tactics for 2025
The newsletter space is more competitive – and lucrative – than ever. And audience expectations have evolved in response. If you want to run a successful newsletter, you can’t just copy/paste your articles into your email platform, create a few demographic-based segments, and hope your audience sticks around for more.
In this guide, we’ll cover how to:
✅ Create dynamic newsletters customized to individual needs