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Engagement is crucial for success in today’s hyper-digital business landscape, which has transformed dramatically in recent years. While we often describe this era as connected, interactions increasingly occur through apps and browsers rather than face-to-face. This raises the question of whether organizations genuinely feel connected to their customers. In this context, the author presents a new marketing model centered on engagement, emphasizing that fostering connections with customers, employees, and partners is essential for differentiation. Marketers must grasp the science behind their craft to thrive in this digital age. However, relying solely on data without incorporating emotion, meaning, and authenticity risks failing to meet clients' needs for understanding and connection. To win over buyers, businesses should develop a robust engagement strategy by following three key steps: listen, learn, and engage. Listening generates insights, which fuel engagement, ultimately driving revenue. By genuinely connecting with customers, businesses can quickly adapt to changing desires and needs, ensuring their survival and growth in a rapidly evolving marketplace.
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Engage to Win, Steve Lucas
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- 2018
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