The Art of Engagement

By: Kim Teti

Grabbing an audience's attention is harder than ever nowadays, and engaging with a potential customer base can be challenging without being a nudge, or worse, getting flagged as spam.
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It takes innovative measures to stand out in a competitive marketplace, and a few brands are stepping outside the box with content that leaves a lasting impression.

Glossier, a cosmetics and skincare company, posts live videos of their products in use on their website and social media accounts. Facebook Live is an especially effective tool for demonstrations like this, as the platform is designed for real-time interaction. By complementing video content with trendy pop-up shops around the country, Glossier has created an immersive customer experience that stays true to their brand identity.

Another company on the cutting edge of customer engagement is Casper. The mattress manufacturer has improved their online experience with user-friendly navigation, a detailed FAQ section and on-demand customer service assistance. Casper's 360-degree marketing also includes in-store "nap lounges" to promote brick-and-mortar locations and inspire customers to act. Thanks in large part to their focus on engagement, the company has enjoyed massive growth in recent years.

These companies have perfected the art of customer engagement by keeping their message consistent across platforms while highlighting what makes their brand unique. You too can start implementing similar practices in your digital and print marketing assets with ASI® Advertising's suite of products and services, including You May Also Like ad spots, ESP Websites™, product videos and so much more.