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Summary

The age of the 24/7 consumer is here to stay.  Gone are the days of consumers as passive observers of brands.  Today’s customers are actively participating in shaping brands.  The result is an important shift for marketers to a customer engagement agency model.  This new model will require marketers to engage in two-way conversations with customers regardless of the channel.

Engagement marketing allows companies to place the customer at the center of the marketing process – integrating data from the on and offline world to create a 360 degree view of the customer in order to truly engage with them at every step of the customer lifecycle. 

Michael Fisher, senior vice president sales & marketing, the Americas, at Alterian, an international integrated marketing platform, spoke with Marketing Matters about the emergence of Customer Engagement Agencies and their impact on the industry.  Recently, Alterian joined forces with several agency partners including RAZOR, Tribal DDB and Targetbase to address this shift.

Has your organization made the shift to customer engagement?  What methods have proved successful?  Share your thoughts here.

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