Customer Engagement: New Key Metric of Marketing

It is the general case, that business process improvements can be achieved through a range of possible projects ranging from pure business process reengineering to IT deployment. The present article after realizing the threats of commoditization of product & services and market slowdown, synthesizes the discussion on the only solution, Customer Engagement through the effective implementation and practice of Web 2.0. To give the whole picture of Customer Engagement, conceptual part, researched recently, is discussed in the form of theoretical perspective which is followed by comprehensive Customer Engagement Model. Through certain corporate examples it is explained that Customer Engagement in India has started to echo the new marketing metrics, but proper execution of comprehensive model is yet to be implemented. Finally article is concluded by the implication of the new marketing practices and its impact on traditional marketing practices in the form of active change in the existing marketing ecosystem.

Keywords:

commoditization , market slowdown , customer engagement , web2.0 , marketing metrics