It is a very strong tool used by the marketers to make consumers brand loyal and also become active advocates of the brand. Various activities and competitions that a brand runs on social media are also a part of engagement marketing.
Customer Engagement Cycle
There is a group called HOG (Harley Davidson Owner Group). As the name suggests, it is formed of people owning a Harley Davidson. Now Harley Davidson managers go on long bike trips with HOG members regularly to see how the customer is interacting with their brand, what he has to say about it and what it means to him.