Synonyms: Commitment, Obligation
From a definition standpoint, when we talk about engagement we are specifically talking about user engagement. Previously in this series we addressed user behavior, conversions and data, and when you put those together, you get a robust picture of user engagement. User engagement is similar to behavior in the sense that it encompasses digital movement, but where it differs is that engagement shows more commitment than general browsing behavior.
Why do we care about engagement?
A lot of times when we talk about engagement, we are referring to a user’s engagement with the content, functionality and calls-to-action aka all the things that help move users through the sales process.
Knowing about a users engagement helps us understand their “readiness.” Now the path and time to readiness may vary across B2B/B2C industries, but knowing a user’s readiness based on their engagement will help you deliver the right message at the right time. Whether that message is delivered through personalization, email or via a sales rep – understanding engagement will help you present relevant information to support a user in their journey with your company.
Stay thirsty, friends!