{"id":5229,"date":"2023-12-01T14:46:43","date_gmt":"2023-12-01T03:46:43","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=5229"},"modified":"2023-12-04T06:27:42","modified_gmt":"2023-12-04T06:27:42","slug":"digital-engagement","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ap\/blog\/digital-engagement\/","title":{"rendered":"3 Steps for a Winning Digital Engagement Strategy"},"content":{"rendered":"\n<p>How can you increase digital engagement? Anticipate your customers\u2019 needs \u2014 and tailor your messaging to fit those needs. We found that currently <a href=\"https:\/\/www.salesforce.com\/au\/resources\/research-reports\/state-of-the-connected-customer\/\" target=\"_blank\" rel=\"noreferrer noopener\">73% of customers<\/a> expect companies to understand their unique needs and expectations. This demand for personalisation will only continue to grow. So understanding and using customer data effectively, and using AI to make the most of that data, will help you create lasting connections.&nbsp;<\/p>\n\n\n\n<p>But how you collect customer data will need to change, too. Third-party cookies, once a cornerstone of data collection for marketers, are slowly being phased out to improve consumer privacy protection. The good news is, there\u2019s a blueprint for how to tackle these changes and build a digital engagement strategy that puts your customer\u2019s needs at the centre of every interaction.&nbsp;<\/p>\n\n\n\n<p>Let\u2019s break down exactly what digital engagement is, what makes it challenging, and how you can overcome those challenges with the help of AI and a strong strategy.&nbsp;<\/p>\n\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Stop getting ghosted by your customers<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">If your customers are giving you the cold shoulder, it\u2019s time to update your engagement strategy. We can show you how.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/blog\/customer-engagement-strategy\/\">Get your customers back<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-is-digital-engagement-and-why-is-it-important\"><strong>What is <\/strong><strong>digital engagement<\/strong><strong> and why is it important?<\/strong><\/h2>\n\n\n\n<p>Digital engagement is how your company interacts with potential and current customers across digital channels. Each interaction a customer has with your company\u2019s social media, email, and website adds up to create a unique digital engagement experience, and that experience is essential. With a robust digital engagement strategy, you can build customer relationships that last.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-digital-engagement-examples-nbsp\"><strong>Digital engagement<\/strong><strong> examples&nbsp;<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Using self-service options for questions, such as chatbots on a website or app<\/li>\n\n\n\n<li>Watching product tutorials on a website or via YouTube<\/li>\n\n\n\n<li>Interacting with posts on social media&nbsp;<\/li>\n\n\n\n<li>Searching for a service online and clicking on a website in the results&nbsp;<\/li>\n\n\n\n<li>Reading a weekly email newsletter or blog post&nbsp;<\/li>\n\n\n\n<li>Clicking a call to action button to learn more about a product from an email marketing campaign&nbsp;<\/li>\n\n\n\n<li>Interacting with a targeted ad on another site<\/li>\n\n\n\n<li>Responding to a customer survey, leaving a review, or otherwise volunteering their own opinion on how you\u2019re doing<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-creating-brand-loyalty-with-digital-engagement\"><strong>Creating brand loyalty with <\/strong><strong>digital engagement<\/strong><\/h3>\n\n\n\n<p>How do you win (and keep) the hearts of customers in a competitive market? In 2022, nearly two-thirds of customers <a href=\"https:\/\/www.salesforce.com\/au\/resources\/research-reports\/state-of-the-connected-customer\/\" target=\"_blank\" rel=\"noreferrer noopener\">switched brands<\/a> at least once for different reasons. With so many online options, it\u2019s easy for people to discover new brands that meet their ever-changing needs. So what\u2019s the key to making sure they choose yours?&nbsp;<\/p>\n\n\n\n<p>You may think an award-winning product or an innovative service with raving online reviews is enough. It certainly helps, but over <a href=\"https:\/\/www.salesforce.com\/au\/resources\/research-reports\/state-of-the-connected-customer\/\" target=\"_blank\" rel=\"noreferrer noopener\">85% of customers<\/a> say a company&#8217;s digital experience is just as necessary as its product or services \u2014 the highest it&#8217;s ever been. Marketers who acknowledge and address this demand will be able to build relationships with customers that keep them coming back for more.<\/p>\n\n\n\n<div class=\"wp-block-salesforce-blog-newsletter-signup prevent-bottombar-overlap layout layout-marketing\" >\n\n\t\t\t\t<h2 class=\"wp-block-salesforce-blog-newsletter-signup__title\">\n\t\t\tGet articles selected just for you, in your inbox\t\t<\/h2>\n\t\t\t\t\t<a href=\"https:\/\/www.salesforce.com\/ap\/form\/other\/blog-newsletter\/?d=blog-btn-footersubscribe\" class=\"wp-block-salesforce-blog-newsletter-signup__cta btn btn-lg btn-primary\" target=\"_blank\">\n\t\t\tSign up now\t\t<\/a>\n\t<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-are-the-marketing-challenges-and-solutions-for-digital-engagement-nbsp\"><strong>What are the marketing challenges \u2014 and solutions \u2014 for <\/strong><strong>digital engagement<\/strong><strong>?&nbsp;<\/strong><\/h2>\n\n\n\n<p>These days, businesses across every industry have made their online presence a priority. Not only has our digital shopping increased, but much of our day-to-day life \u2014 from working to attending doctor appointments \u2014 also happens online. As a result, the digital space is becoming a bit crowded, which makes digital engagement challenging in a few key ways. Businesses must:&nbsp;&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Compete against an abundance of online content and ads&nbsp;<\/li>\n\n\n\n<li>Create a seamless experience across various new digital channels&nbsp;<\/li>\n\n\n\n<li>Reach the right target audience to improve ROI<\/li>\n\n\n\n<li>Stay on top of ever-changing consumer data protection laws<\/li>\n<\/ul>\n\n\n\n<p>It\u2019s also important to remember that laws around how companies <a href=\"https:\/\/www.salesforce.com\/blog\/data-privacy-laws-cpra-compliance\/\" target=\"_blank\" rel=\"noreferrer noopener\">collect personal consumer data<\/a> are changing. Third-party data collection, which has traditionally been an important data source for marketers, is becoming stricter and even prohibited in some states. To stay compliant and still deliver the personalised experiences customers crave, you need to ensure your data capture methods are current.<br><br>To address these challenges, you can harness the power of first-party data \u2014 information that comes directly from the customer. This includes past purchase history, phone calls, website visits, click-through rates on emails, and more. First-party data is usually captured by a customer relationship management (CRM) system that helps collect, structure, and analyse data easily. Generative AI is a <a href=\"https:\/\/www.salesforce.com\/au\/blog\/outreach-marketing-use-cases-generative-ai\/\" target=\"_blank\" rel=\"noreferrer noopener\">powerful tool<\/a>, too \u2014 helping you decipher first-party data and deliver personalised content at scale.&nbsp;<\/p>\n\n\n\n<div class=\"layout-four wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Be the brand your customers just can\u2019t quit<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">There are four main pillars to customer retention in the AI era: humanity, agility, unification, and trustworthiness. Learn why each one matters, and how to make sure you\u2019re doing them all right.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/blog\/connected-customer-experience\/\">Keep them coming back<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-four.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-four.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-four.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-best-practices-when-using-ai-for-digital-engagement\"><strong>Best practices when using AI for digital engagement<\/strong><\/h2>\n\n\n\n<p>While many marketers have begun experimenting with generative AI and see its game-changing potential, <a href=\"https:\/\/www.salesforce.com\/news\/stories\/generative-ai-for-marketing-research\/\" target=\"_blank\" rel=\"noreferrer noopener\">nearly 45%<\/a> told us they need to learn how to get the most out of the technology. Let\u2019s look closer at how you can use AI for effective digital engagement.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Chatbots<\/strong><\/h3>\n\n\n\n<p><a href=\"https:\/\/www.salesforce.com\/blog\/what-is-a-chatbot\/\" target=\"_blank\" rel=\"noreferrer noopener\">AI-powered chatbots<\/a> are not only a cost-effective way to solve customer issues quickly, but they can also help you <a href=\"https:\/\/www.salesforce.com\/blog\/conversational-marketing-whatsapp\/\" target=\"_blank\" rel=\"noreferrer noopener\">tailor future marketing efforts<\/a>. Take a clothing retailer, for example. If a customer uses the retailer\u2019s website chatbot to complete a return and tells the chatbot the fit is too large and the colour is darker than they prefer, now the retailer has more information about this customer\u2019s preferences. The marketing team can now send personalised and automated product recommendations via email or through ads on social platforms.&nbsp;&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Email<\/strong>&nbsp;<\/h3>\n\n\n\n<p>With AI, you can take email to the next level. One well-known food retailer uses a rich database from its online recipe sites and education funding program, where users scan receipts and view recipes online or through an app. All of that data goes into the company\u2019s CRM and is analysed. AI then makes one-to-one product and recipe recommendations for customers. AI also helps the company segment its audience to find the best time to send an email based on previous engagement history. This approach is working for the food company, helping to triple customer engagement.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Content creation<\/strong>&nbsp;<\/h3>\n\n\n\n<p>With an abundance of online ads, it can be tough to grab the attention of your audience. Through content marketing, brands can offer educational information through blog posts, <a href=\"https:\/\/www.salesforce.com\/blog\/how-to-host-webinars\/\" target=\"_blank\" rel=\"noreferrer noopener\">webinars<\/a>, videos, reports, and e-books to keep customers engaged in different campaigns across various digital channels.&nbsp;<\/p>\n\n\n\n<p>But what topics should you cover? What will lead to conversions? More than <a href=\"https:\/\/www.salesforce.com\/news\/stories\/generative-ai-for-marketing-research\/\" target=\"_blank\" rel=\"noreferrer noopener\">70% of marketers<\/a> are currently using AI to inspire them and assist with writing copy. A CRM with AI capabilities can also analyse content performance to determine what resonates most with your audience, enabling you to make a big impact.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Targeting<\/strong><\/h3>\n\n\n\n<p>Of course, none of that high-quality content matters unless it reaches the right audience, and AI can help with that too. By analysing all your customer data, AI can identify preferences, habits, and interests in your customer base that would take hundreds of man hours to parse, and make sure that the right context reaches the right audience. It can also help make sure that it reaches them at the right time and place by identifying their preferred channels and what times of day they\u2019re most responsive to marketing.&nbsp;<\/p>\n\n\n\n<div class=\"layout-astro wp-block-salesforce-blog-related-trail\">\n\n\t<img decoding=\"async\" class=\"related-trail__illustration related-trail__cloud\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/related-trail-cloud-layout-astro.png\" alt=\"\">\n\n\t\n\t<img decoding=\"async\" class=\"related-trail__illustration related-trail__background\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/related-trail-background-layout-astro.png\" alt=\"\">\n\n\t<div class=\"related-trail__wrapper\">\n\t\t<div class=\"related-trail__content\">\n\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 345.8 82.8\" aria-hidden=\"true\" class=\"related-trail__logo\"><path fill=\"#1d3767\" d=\"M96.6 33h9v22.6h4.8V33h8.8v-4.3H96.6zm49.8 5.3c0-5.7-3.6-9.6-10.8-9.6H127v27h4.8v-7.9h3l2.3-.1 5.7 8h5.6l-7-9.2c3.4-1.6 5-4.5 5-8.2m-11.1 5.3h-3.6V33h3.6c4.4 0 6 2.3 6 5.3s-1.6 5.3-6 5.3m30.8-15.2-12.6 27.2h5l2.3-5.3h11.6l2.4 5.3h5l-12.6-27.1zm-3.6 18 4.1-9.2 4.1 9.3zm25.2-17.7h4.8v27h-4.8zm20.7 0h-4.8v27h17.6v-4.4h-12.8zm38.4 12.1h-13.2V28.7H229v27h4.7V45h13.2v10.6h4.7V28.7h-4.7zm15.9 14.8h17.5v-4.4h-12.7v-6.4H279v-4.2h-11.5v-7.5h12.7v-4.4h-17.5zm36.9-27.2L287 55.6h5l2.3-5.3H306l2.4 5.3h5l-12.6-27.1zm-3.6 18 4.1-9.2 4.1 9.3zm35.4-17.7h-10.2v27h10.2c8.2 0 14.4-5.9 14.4-13.6s-6-13.4-14.4-13.4m0 22.6H326V33h5.4a9.1 9.1 0 1 1 0 18.1z\" \/><path fill=\"#1d315f\" d=\"M43 82.8h.1a74 74 0 0 0 38.5-12.3 3 3 0 0 0 1.3-2.4v-6A66.2 66.2 0 0 0 42.5.2a3 3 0 0 0-2.3 0A66.2 66.2 0 0 0 0 62.2V68a3 3 0 0 0 1.2 2.4 74 74 0 0 0 40.2 12.4z\" \/><path fill=\"#8ed1f4\" d=\"M13.8 51.8a.3.3 0 0 0 0-.1L33 23.6a3.1 3.1 0 0 1 .8-.8 3 3 0 0 1 4 .8l9.5 13.8 3.5-5a3 3 0 0 1 4.9 0L69 51.6a.3.3 0 0 1 .1.3h7C70.7 17.7 43.7 7.2 41.4 6.2c0 0-11.2 4-21.2 16A59.6 59.6 0 0 0 6.8 51.8zm21.7-21.3\" \/><path fill=\"#aa76b3\" d=\"m62 51.9-8.7-12.6-4.2 6.1 4.8 6.4z\" \/><path fill=\"#722a87\" d=\"m49 45.4-4.4 6.4H54z\" \/><path fill=\"#8ed1f4\" d=\"m37 32.6-1.5-2.1z\" \/><path fill=\"#aa76b3\" d=\"m28 41.4 7.6 10.4h1.8l6.4-9.2-6.8-10-1.5-2.1z\" \/><path fill=\"#722a87\" d=\"m28 41.4-7 10.4h14.6z\" \/><path fill=\"#069a49\" d=\"M43.8 72.5a1.8 1.8 0 0 0-1-2.4L40.1 69a8 8 0 0 1-1-.5 7.8 7.8 0 0 1-2.4-10.7H6a44 44 0 0 0-.2 4.4v4.4A70 70 0 0 0 26 75a70 70 0 0 0 15.2 2l2.4-4.3zm33-14.8H44.3l-2.5 3a1.7 1.7 0 0 0-.2.5 1.8 1.8 0 0 0 1 2.3l2.7 1.2.7.4a7.8 7.8 0 0 1 3 10.6l-.5.9 4.8-.8a71 71 0 0 0 8.4-2.2l1.3-.4a71 71 0 0 0 14-6.7v-8.8z\" \/><path fill=\"#fff\" d=\"m46 65-.7-.3-2.7-1.2a1.8 1.8 0 0 1-1-2.4 1.7 1.7 0 0 1 .2-.4l2.5-3h-7.6A7.8 7.8 0 0 0 39 68.4a8 8 0 0 0 1 .5l2.7 1.2a1.8 1.8 0 0 1 1 2.4l-.1.2-2.5 4.3a52.5 52.5 0 0 0 7.2-.4l.5-.9A7.8 7.8 0 0 0 46 65.1z\" \/><path fill=\"#157139\" d=\"M56.9 67.3h8.8l-4.4-5zM23 71h9l-4.5-5.1zm-4.1-10.4-4.5 5h8.9z\" \/><\/svg>\n\t\t\t<h2 class=\"wp-block-related-trail__title\">Improve the customer journey<\/h2>\n\t\t\t<p>A key part of keeping customers engaged is understanding the customer journey. Master the fundamentals with Trailhead, Salesforce&#039;s free online learning platform.<\/p>\n\t\t\t\n\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/trailhead.salesforce.com\/content\/learn\/modules\/customer-journey-basics\" target=\"_blank\" rel=\"noreferrer noopener\">Take the next step<\/a><\/div>\n\n\t\t<\/div>\n\t\t<div class=\"related-trail__mock\">\n\t\t\t<div class=\"related-trail__points\">+300 points<\/div>\n\t\t\t<div class=\"related-trail__eyebrow\">Module<\/div>\n\t\t\t<p class=\"related-trail__trail-title h3\"><a href=\"https:\/\/trailhead.salesforce.com\/content\/learn\/modules\/customer-journey-basics\" target=\"_blank\" rel=\"noreferrer noopener\">Customer Journey Basics<\/a><\/p>\n\t\t\t<p class=\"related-trail__trail-description\"><\/p>\n\t\t\t<div class=\"related-trail__actions\">\n\t\t\t\t<div class=\"related-trail__action\">\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"0 0 10 10\" aria-hidden=\"true\"><path fill=\"#747474\" fill-rule=\"evenodd\" d=\"m4.93.69.88 2.88c.04.12.16.18.27.18h2.89c.29 0 .4.38.17.56L6.79 6.04c-.1.07-.13.2-.1.32l1.12 2.96c.08.27-.2.5-.44.33L4.85 7.77c-.1-.08-.23-.08-.34 0L1.97 9.65a.29.29 0 0 1-.45-.33L2.6 6.36a.3.3 0 0 0-.1-.32L.17 4.3c-.23-.18-.1-.56.17-.56h2.89c.13 0 .23-.04.27-.18l.9-2.9c.08-.27.46-.25.54.02Z\" clip-rule=\"evenodd\" \/><\/svg>\n<\/div>\n\t\t\t\t<div class=\"related-trail__action\">\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" viewBox=\"0 0 9 5\" aria-hidden=\"true\"><path fill=\"#747474\" d=\"M4.16 4.5.26 0h7.8z\" \/><\/svg>\n<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\n\t<img decoding=\"async\" class=\"related-trail__illustration related-trail__foreground\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/related-trail-foreground-layout-astro.png\" alt=\"\">\n\t<img decoding=\"async\" class=\"related-trail__illustration related-trail__parks\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/related-trail-parks-layout-astro.png\" alt=\"\">\n\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-three-steps-for-building-a-digital-engagement-strategy-nbsp\"><strong>Three steps for building a <\/strong><strong>digital engagement<\/strong><strong> strategy&nbsp;<\/strong><\/h2>\n\n\n\n<p>You\u2019ve got the data. You\u2019ve incorporated AI. You\u2019ve personalised experiences. Now it\u2019s time to set your digital engagement strategy up for success.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. <strong>Map the customer journey&nbsp;<\/strong><\/h3>\n\n\n\n<p><a href=\"https:\/\/www.salesforce.com\/au\/products\/marketing-cloud\/best-practices\/customer-journey-maps\/\" target=\"_blank\" rel=\"noreferrer noopener\">Customer journey mapping<\/a> is a visual representation of a customer\u2019s experience across your brand\u2019s platforms.&nbsp;<\/p>\n\n\n\n<p>Typically, marketers create a customer journey map for each of their buyer personas.&nbsp;Millennial personas, for example, tend to find products through social media, research about them on company websites, then make a purchase on a laptop. With this information, you can better predict and plan for prospects&#8217; next steps across different digital channels, aligning your customer service, marketing, and sales efforts with it.&nbsp;&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. <strong>Lean into account-based marketing (ABM)&nbsp;<\/strong><\/h3>\n\n\n\n<p>Let\u2019s put those customer journey maps to good use. <a href=\"https:\/\/www.salesforce.com\/resources\/articles\/digital-engagement-account-based-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">Account-based marketing<\/a> \u2014 particularly for B2B brands \u2014 helps improve the customer journey by unifying marketing, sales, and customer service around accounts. Teams work side-by-side to nurture leads to deliver personalised content at the right time.&nbsp;<\/p>\n\n\n\n<p>One major ride-sharing company has used this approach to send retargeting messages to different subsets of their audience, particularly those who have stopped engaging. The marketing team pushes CRM data into third-party advertising platforms to send relevant content to keep leads moving down the sales funnel.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. <strong>Personalise the experience across every channel&nbsp;<\/strong><\/h3>\n\n\n\n<p>More than <a href=\"https:\/\/www.salesforce.com\/au\/resources\/research-reports\/state-of-the-connected-customer\/\" target=\"_blank\" rel=\"noreferrer noopener\">70% of customers<\/a> expect brands to understand their unique needs. Harnessing first-party data is critical to ensure personalisation for each interaction across every channel.&nbsp;<\/p>\n\n\n\n<p>It\u2019s how one automotive racing giant creates a consistent and personalised brand experience across in-person events and digital channels. When fans attend an event on race day, brand representatives know the fan\u2019s name, driver preferences, and past purchase history thanks to CRM first-party data. Post-race, the marketing team can follow up with communications on their favourite driver or by recommending merchandise from the event.&nbsp;<\/p>\n\n\n\n<p>It can be challenging for marketers to analyse the sheer amount of first-party data required to implement these three steps. But the right CRM can help centralise all customer data and organise it in an accessible way, so marketing teams can build campaigns based on facts, not assumptions.&nbsp;<\/p>\n\n\n\n<p>A strong digital engagement strategy requires understanding our customers&#8217; preferences, behaviours, and needs. By implementing these best practices, you can show your customers that you understand them as individuals. That intimate level of personalisation is what builds the kind of trust and loyalty that keeps them coming back.<\/p>\n\n\n\n<div class=\"layout-five wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Take your digital engagement strategy to the next level<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Make sure your strategy is equipped with the right data, personalisation, and AI tools to build unbreakable customer bonds.\u00a0<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/au\/products\/engagement-marketing\/\">Fill your toolbox<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-five.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-five.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-five.png\" alt=\"\">\n\t\t\n\t<\/div>\n","protected":false},"excerpt":{"rendered":"<p>The customer experience is at the heart of brand loyalty today. Learn how to create digital experiences that will attract and keep customers engaged for the long haul.<\/p>\n","protected":false},"author":466,"featured_media":5235,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"6dcc50a20d7d4431b1170098610a4aa0","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[5],"sf_content_type":[],"coauthors":[384],"class_list":["post-5229","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Building a Digital Engagement Strategy? Start Here | Salesforce<\/title>\n<meta name=\"description\" content=\"Struggling to get consistent digital engagement? 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