L'annuaire du livre blanc de A à Z.

"Today, more and more marketers are seeking to ‘engage’ with prospects and customers. Given the dynamics of the social media environment and the power customers have come to wield in their relationships with brands, marketers are grasping the importance of breaking through the white noise, of connecting with audiences in a meaningful way. Increasingly, that ‘meaningful way’ is two-way, with customer and marketer each participating in the ‘discussion.’ And just like anyone vested in a budding relationship, marketers wish to engage their customers in this discussion. Ultimately, marketers are looking toward Engagement with the belief that it will lead to specific customer emotions and behaviors – measurable results like preference and sales -- resulting in the recent uptake in the quest to find an engagement metric."