Zoho Sales IQ : Qu'est-ce que l'engagement de marque ?
En 2011, Coca-Cola a lancé une campagne en Australie, "Share a Coke". Elle a remplacé le logo Coca-Cola d'un côté de la bouteille par le nom d'une personne. Les 150 noms les plus populaires ont été choisis et imprimés sur des millions de bouteilles. La campagne a été bien accueillie et a été déployée dans plus de 80 pays.
Résultat : en Australie, la consommation a augmenté de 7 % chez les adolescents, deux personnes sur cinq ayant acheté un pack "Share a Coke". 76 000 canettes de Coca virtuelles ont été partagées, et le trafic sur Facebook a augmenté de 870 %. Après une décennie de déclin de la consommation de Coca-Cola aux États-Unis, les recettes ont augmenté de 2,5 %.
L'augmentation des ventes était-elle le but premier de la campagne ? Non, l'objectif premier était de faire aimer la marque aux gens. Une fois qu'ils y sont parvenus, tout le reste n'a été qu'un effet domino.
C'est ça, l'engagement de marque !
Si cela ne répond pas à la question "Qu'est-ce que l'engagement de marque ?", laissez-moi simplifier davantage. L'engagement de marque ne se limite pas à faire connaître votre marque à votre public cible. Il s'agit de créer un lien émotionnel qui profitera à la marque sur le long terme. Ce lien aidera les marques à s'engager continuellement auprès de leur public cible et à fidéliser leurs clients au fil du temps.
Pourquoi l'engagement de marque est-il important ?
L'engagement de marque peut changer la façon dont les gens perçoivent une marque et combler le fossé entre celle-ci et ses clients. Des entreprises comme Coca-Cola et Nike ont converti des clients ponctuels en fidèles grâce à des activités d'engagement de marque originales.
Souvent, l'engagement de marque ne vise que le public externe, c'est-à-dire les personnes extérieures à l'organisation. Il ne fait aucun doute que l'engagement de marque joue un rôle crucial en aidant les marques à atteindre un public plus large, mais l'engagement de marque interne a ses propres avantages. Il incite toutes les parties prenantes d'une entreprise à travailler ensemble pour atteindre un objectif commun.
L'engagement client et l'engagement de marque sont-ils identiques ?
Souvent l'engagement client et l'engagement de marque sont utilisés de manière interchangeable, mais ils diffèrent en termes d'objectif et de mise en œuvre. Comme nous l'avons dit précédemment, l'engagement de marque consiste à créer un lien émotionnel entre le client et votre marque, tandis que l'engagement client consiste à inciter vos clients ou prospects à entreprendre une certaine action.
L'engagement de marque est considéré comme une stratégie d'attraction, car il vise à attirer les consommateurs vers la marque, son impact peut être instantané ou non, mais il est durable.
L'engagement client, quant à lui, est une stratégie de type "push", qui consiste à amener le produit au client. Cette stratégie vise un public plus restreint qui connaît déjà la marque ou le produit proposé par l'entreprise. L'impact d'une campagne d'engagement client peut être mesuré presque instantanément. Les clients/prospects sont poussés à entreprendre des actions telles qu'un achat, une mise à niveau du produit existant, etc.
Qu'est-ce qui est le plus important - l'engagement client ou l'engagement de marque ?
Il ne s'agit pas de choisir, mais d'établir des priorités. Les entreprises doivent trouver l'équilibre entre les deux. Ils sont comme le pain et le beurre - ils fonctionnent mieux lorsqu'ils sont mis en œuvre ensemble. Les entreprises commettent souvent l'erreur de donner la priorité à la mauvaise activité au mauvais moment, ce qui entraîne une perte de temps et d'argent.
Aussi important que soit l'engagement de marque, il est tout aussi important d'élaborer une stratégie efficace d'engagement clients.
Pour ce faire, il est important d'utiliser la technologie pour pousser votre produit vers les consommateurs et de l'équilibrer avec des stratégies d'attraction efficaces pour laisser une impression durable de votre marque, ce qui, à long terme, peut modifier le comportement d'achat des consommateurs.
Références :
La formule gagnante de Coca-Cola pour une campagne réussie. (2022).
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