{"id":569,"date":"2011-08-22T21:45:57","date_gmt":"2011-08-22T21:45:57","guid":{"rendered":"https:\/\/imagemme.com\/newsite\/?p=569"},"modified":"2020-07-24T21:23:49","modified_gmt":"2020-07-24T21:23:49","slug":"customer-engagement-incorporating-online-education-to-build-brands","status":"publish","type":"post","link":"https:\/\/imagemme.com\/newsite\/customer-engagement-incorporating-online-education-to-build-brands\/","title":{"rendered":"Customer Engagement \u2013 Incorporating Online Education To Build Brands"},"content":{"rendered":"

AH, LUSH.<\/h4>\n

Since the first time I walked by their store in SOHO, I\u2019ve been forever captivated by the unique combination of scents. I spend more time on their website reading about the history and therapeutic elements of Juniperberry than I do keeping myself up-to-date on the war between Google+ and Facebook (and that\u2019s a whole lot of time for a social media robot like myself).<\/p>\n

LUSH is a brand that truly comprehends the meaning of consumer engagement. Not only is their in-store environment welcoming, but their website offers an entire encyclopedia of scents and ingredients for us to learn about and explore:<\/p>\n

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People spend countless dollars on the acquisition of knowledge. But here we have a brand that gives us the same info we\u2019d get in a botany class.<\/p>\n

They also post up-to-date educational content to keep consumers in the know:<\/p>\n

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By providing rich material, LUSH establishes itself as an authoritative brand: consumers see them as experts within the natural skincare industry. Their website, then, becomes a legitimate source for information. From a digital marketing perspective, not only does this increase site stickiness (the average time visitors spend within the domain) but also traffic and conversion rate.<\/p>\n

Kashi, the all natural foods brand, is another great example.\u00a0 They are passionate about healthy food choices and make their website a resource to encourage such behavior,\u00a0 creating a community around their brand ethos. Kashi employed an interactive recipe book, to strengthen consumer engagement while also providing endless resources that keeps them on site and engaged with the product. <\/em>It also furthers their brand mission\u2014healthy, sustainable living through all-natural food that\u2019s also tasty.<\/p>\n

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This brand transcends the meaning of brand recall: with tips and trends on living green, they provide consumers with information that\u2019s applicable in everyday life by integrating tips into their daily routine.<\/p>\n

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The Kashi website is one that warrants repeat visits.\u00a0 They\u2019ve got articles on organic gardening, eco-friendly fabrics, and delicious, natural recipes that grasp consumers\u2019 attention\u2014from a blueberry tart with walnut crust to smoked trout on endive leaves.\u00a0 It\u2019s not simply about selling you their product; it\u2019s about selling you a lifestyle, and a buy-in through the community.<\/p>\n

So what can we learn from these two great brands?<\/p>\n

One of the most important things I\u2019ve learned as an online marketer at Imagemme is the power of creating value for our clients\u2019 consumers: through interactive experiences, offering them something they need but can\u2019t find elsewhere.<\/p>\n

IT\u2019S INTERESTING HOW A BRAND CAN BE BUILT THROUGH OFFERING INSIGHT FOR CONSUMER BENEFIT WITHOUT ASKING FOR ANYTHING IN RETURN.<\/h4>\n

Consumers want to know that you understand their lifestyles, not that you are simply trying to sell them a product.\u00a0 Online resources and interactive features ensure that you do get some of that much sought after mind share, but that you are also putting forth a useful experience, anticipating consumer needs, and in some way making their lives easier.<\/p>\n

Knowledge is one of the most valuable things to have, and it isn\u2019t accessible to everyone, and it isn\u2019t always free. But it is<\/em> a worthwhile method for building brands through by becoming a trustworthy source and creating loyal customers.<\/p>\n

Seema Shariat is the Digital Marketing Analyst for the Imagemme New York City office.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

AH, LUSH. Since the first time I walked by their store in SOHO, I\u2019ve been forever captivated by the unique combination of scents. I spend more time on their website…<\/p>\n","protected":false},"author":2,"featured_media":570,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_uag_custom_page_level_css":"","footnotes":""},"categories":[65,38,62],"tags":[],"class_list":["post-569","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-design","category-marketing","category-miscellaneous"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\t