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Online customer engagement is qualitatively different from offline engagement as the nature of the customer’s interactions with a brand, company and other customers differ on the internet. Discussion forums or blogs, for example, are spaces where people can communicate and socialise in ways that cannot be replicated by any offline interactive medium. Marketing practices aim to create, stimulate or influence customer behaviour, which places conversions into a more strategic context and is premised on the understanding that a focus on maximising conversions can, in some circumstances, decrease the likelihood of repeat conversions. FAQs, forums where consumers can socialise with one another or contribute to product development. In store, or offline customer engagement is best leveraged by associates’ extensive brand and product knowledge, and the digital access that supports it. In March 2006, the Advertising Research Foundation announced the first definition of customer engagement as “turning on a prospect to a brand idea enhanced by the surrounding context. However, the ARF definition was criticized by some for being too broad.
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