Engagement

Engagement topicsCustomer engagement is all about creating a bond between a brand and its audience, and the AMA offers a plethora of information, expert insights and educational opportunities to help you accomplish that aim.

Below yo​u'll find links to the latest engagement-focused AMA events; magazine and journal articles; podcasts, webcasts and videos; and resources including case studies, white papers, and interactive tools and templates.​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​

As a brand, how do you connect with people who are glued to their mobile screens … Google’s Jim Lecinski presents five key questions marketers should ask now to reach super-connected …
Authors: Lauren Drell Date: 10/7/2016  

As a brand, how do you connect with people who are glued to their mobile screens … Google’s Jim Lecinski presents five key questions marketers should ask now to reach super-connected …
Authors: Lauren Drell Date: 10/7/2016  

By: Sungwook Min, Xubing Zhang, Namwoon Kim, and Rajendra K. Srivastava Article Snapshot … This study present an analytical model in which two firms compete …
Authors: Sungwook Min, Xubing Zhang, Namwoon Kim, and Rajendra K. Srivastava Date: 10/7/2016  

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E-mail is one of the best tactics in terms of ROI, and marketers have to get it right … Personalization is expected in e-mail marketing, and automation is necessary for scale …
Authors: Michelle Markelz Date: 10/6/2016  

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By: Lance A. Bettencourt AMA Scholarly Insights … Companies want customers to feel appreciated so they offer a financial acknowledgement such as a discount on …
Authors: Lance A. Bettencourt Date: 10/4/2016  

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Why the shift to customer-centricity is critical and how sticking with the status quo of traditional business practices simply isn’t going to cut it … How you can align and drive …
Authors: Selma AvdicDate: 9/15/2016  

By: Lance A. Bettencourt AMA Scholarly Insights … The purpose of business is to create customer and firm value and marketing can and should be a central player …
Authors: Lance A. Bettencourt Date: 9/1/2016  

By: Werner Reinartz and Manuel Berkmann Academic … Customer Engagement is a multifaceted phenomenon in an increasingly digitally connected world …
Authors: Werner Reinartz and Manuel Berkmann Date: 8/31/2016  

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Marketing research traditionally asks consumer to predict what they will want … This assumes customers will accurately know their preference in the future, but evidence suggests this is …
Authors: Matt Weingarden, Curator Date: 8/31/2016  

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Customer journeys are evermore unique as digital landscapes provide more routes to purchase … Marketers who refuse to acknowledge this fact will miss opportunities to serve customers …
Authors: Rebecca Brooks Date: 8/22/2016  

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