Engagement Point and Engagement Path are two of the main concepts behind Smart Content. When employed by a strategic marketer they allow you to realize the end benefits of targeted content serving:
- Increasing Content Relevance To Each Individual User and Hence Driving On-Site Click Through
- Striking an Ideal Balance Between Interactions with Your Content and 3rd Party Ad Content
- Retargeting Paid Traffic or Traffic That Abandoned Your Funnel
Think of Engagement Point as the first time you talk with a potential customer. Imagine that interaction in the real world. You would certainly listen to the customer so you could find out what they're interested in and what why they're looking for in your store or considering your business. You would use that information to say something relevant and smart. Jump over to your website and it only makes sense to take the same approach.
The logical follow up in the real world AND on your website is Engagement Path. Go back to your potential or current customer. If you've spoken with them 3 or 4 times or know what products they have considered or purchased in the past that affects how you speak to them. You think about your history with this person and you say something relevant and smart that is helpful to the client.
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