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BizReport : Research archives : November 29, 2007

Business strategy should include engagement

A new study has found that businesses are increasingly looking to social networking and user-generated channels to improve their levels of customer engagement.

by Helen Leggatt

Ninety percent of respondents to the Annual Online Customer Engagement Report said that a customer engagement strategy was “essential” or “important” to business operations. The research, carried out by e-consultancy and cScape, found that over three-quarters of businesses consider the importance of customer engagement to have increased in the last 12 months.

“The days of a top-down, ‘broadcast’ approach to marketing are over,” said Linus Gregoriadis, head of research at E-consultancy. “It is no longer about who is shouting the loudest. Those who are engaging effectively are reaping the benefits of improved customer loyalty and increased revenue.”

Whether it be by widgets, social networks or user-generated content in the form of online video, many businesses intend to build it in to their business strategy. The research found that 42 percent of businesses intend to use user-generated content over the next 12 months, and 35 percent plan on using video-casting.

Tags: consumer engagement, social networking, user-generated content

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