[et_pb_section fb_built=”1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n
Faced with advertising overload, marketing commitment<\/strong> has become a strategic priority for brands. The goal is no longer just to maximise the reach of campaigns, but to build lasting relationships with each customer. <\/span><\/p>\n Engaging audiences means capturing their attention in a relevant way, but above all encouraging active participation<\/strong>: comments, sharing, games, recommendations… all strong signals that reflect genuine customer engagement. Engagement is also a crucial lever for boosting key marketing KPIs (CRM enrichment, conversion, retention rates, etc.). <\/span><\/p>\n But what does the concept of commitment really mean? And how can it be transformed into a concrete tool for strengthening customer relationships<\/strong>? This guide offers a comprehensive breakdown of commitment in marketing, with best practices for activating it effectively and key indicators for measuring it. <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.22.2″ _module_preset=”default” background_color=”#F2F2F2″ custom_margin=”||40px||false|false” border_radii=”on|10px|10px|10px|10px” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”20px|30px|20px|30px|true|true” global_colors_info=”{}”]<\/p>\n SUMMARY<\/strong><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-1″ _builder_version=”4.27.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_font_size=”25px” header_line_height=”1.3em” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Marketing commitment refers to all voluntary interactions<\/strong> that a consumer has with a brand, across different channels (digital and physical) and over time. <\/span><\/p>\n According to research firm Forrester<\/a>, it is \u2018the creation of deep and meaningful relationships with customers through personalised and relevant interactions<\/em>\u2019. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Unlike so-called vanity metrics (impressions, likes, unqualified traffic), customer engagement manifests itself through concrete behaviours<\/strong> that can be measured across different channels. <\/span><\/p>\n Here are the main signs to watch out for<\/strong>: <\/span><\/p>\n Not to mention that all of these signals feed into even more strategic KPIs for brands, namely multiple conversion KPIs. <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-3″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-3″ _builder_version=”4.27.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-2″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Marketing commitment is not limited to a single interaction. It encompasses several dimensions, each reflecting a specific and measurable level of customer involvement<\/strong>. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n It relies on the ability to interact with consumers at the right time, through the right channel and with the right message. This commitment is based on behavioural data (browsing, purchase history, location) to offer tailor-made experiences. <\/span><\/p>\n Example<\/strong>: sending a personalised push notification to a store, triggered by the customer’s presence nearby, with an offer related to their recent purchases. <\/span><\/p>\n Related KPIs<\/strong>: click-through rate or conversion rate on contextual messages. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n It stems from ease of interaction with the brand. The smoother, faster and more frictionless the customer journey<\/a>, the stronger the engagement. This type of customer relationship is based on automation, service availability and user-friendly interfaces. <\/span><\/p>\n Example<\/strong>: Amazon Dash Buttons, which allow users to order everyday products instantly. <\/span><\/p>\n Related KPIs<\/strong>: repurchase rate, retention rate or reactivation rate.<\/span><\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n This is the deepest and most lasting form of commitment. It is based on attachment to the brand universe, its values, or the customer experience. This commitment is built over time and strongly influences loyalty. <\/span><\/p>\n Example<\/strong>: Apple, which combines design, innovation and storytelling to create a strong emotional connection with its customers.<\/span><\/p>\n Related KPIs<\/strong>: Net Promoter Score (NPS), satisfaction rate, recommendation rate.<\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]It occurs when a customer becomes involved in brand communication by sharing content, interacting with other consumers or publicly expressing their support for the company. This is often the result of a positive experience that is in line with community expectations. <\/span><\/p>\n Example<\/strong>: Patagonia, whose customers widely share the company’s ethical and environmental actions on social media.<\/p>\n Related KPI<\/strong>: number of shares, social mentions, engagement rate on posts, or volume of UGC (user-generated content)<\/a>.[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-3″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-3″ _builder_version=”4.27.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-3″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Marketing commitment has become a strategic lever for stimulating growth and strengthening customer loyalty. Beyond one-off interactions, it is about building a lasting and differentiating relationship<\/strong> with each user. <\/span><\/p>\n Here are the main benefits<\/strong> that come directly from strong customer engagement: <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n A committed customer is a customer who remains loyal to the brand. According to a Gallup study, fully committed customers generate 23% more revenue than average<\/a>. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Regular, personalised interaction that is perceived as useful increases perceived satisfaction. According to Salesforce<\/a>, 80% of consumers believe that the experience offered by a brand is as important as its products. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n An engaged customer is more likely to share a positive experience. On social media, this viral effect allows you to reach new audiences. Engagement thus generates increased word-of-mouth and UGC (user-generated content), which boosts brand visibility and credibility. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]In a saturated environment, experience becomes a differentiating factor. Brands that master engagement have a sustainable competitive advantage based on customer relationships, not just on the product. <\/span>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-3″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-3″ _builder_version=”4.27.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-4″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Marketing commitment is an evolving dynamic that is built up throughout the customer journey<\/strong>. A brand will not engage a cold prospect in the same way as a loyal customer. Identifying the right levers according to the maturity level of the audience enables relevant and personalised interactions to be activated. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Inbound marketing consists of naturally attracting the attention of a target audience through relevant, useful and engaging content. At the prospecting stage, it generates a first, non-intrusive interaction with the brand, based on the audience’s interests. By sharing inspiring or educational content, the brand gradually builds a relationship of trust. <\/span><\/p>\n 3 tips for turning inbound marketing into a lever for engagement:<\/strong><\/p>\n <\/strong><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” custom_padding=”||1px|||” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Contests, for example, are a powerful tool for capturing the attention of new audiences and generating immediate engagement around an attractive prize or unique experience. During the prospecting stage, this type of engaging format also promotes virality, the collection of qualified data<\/a> and the creation of an initial emotional connection with the brand. If well targeted, it can also be used to pre-qualify prospects according to their interests. <\/span><\/p>\n Examples<\/strong>: The Kiabi brand launched an international casting call in five countries to recruit new leads. The mechanism: a contest<\/a> giving participants the chance to win a rewarding experience\u2014becoming the brand’s spokesperson for a photo shoot. Thanks to targeted ad campaigns, the brand was able to precisely target its various audiences (young professionals, families, seniors), optimising the performance and quality of entries. <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/07\/Kiabi-casting-engagement-marketing.webp” alt=”Kiabi – casting marketing commitment” title_text=”Kiabi – casting marketing commitment” align=”center” disabled_on=”on|off|off” _builder_version=”4.27.4″ _module_preset=”default” width=”84%” global_colors_info=”{}”][\/et_pb_image][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/07\/Kiabi-engagement-marketing-mobile.webp” alt=”Kiabi – mobile marketing commitment” title_text=”Kiabi – mobile marketing commitment” align=”center” disabled_on=”off|on|on” _builder_version=”4.27.4″ _module_preset=”default” width=”84%” locked=”off” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” custom_padding=”||1px|||” hover_enabled=”0″ locked=”off” global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n To celebrate its 35th anniversary, Cuisines R\u00e9f\u00e9rences<\/strong> launched a Winning Calendar<\/a> with the aim of boosting its brand awareness and generating new qualified leads. The result: over 500 prospects ready to be contacted and 5,000 clicks to the offer page. <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/07\/Cuisines-references-calendrier-de-lavent-marketing.webp” alt=”Cuisines re\u0301fe\u0301rences – marketing advent calendar” title_text=”Cuisines re\u0301fe\u0301rences – marketing advent calendar” align=”center” disabled_on=”on|off|off” _builder_version=”4.27.4″ _module_preset=”default” width=”84%” global_colors_info=”{}”][\/et_pb_image][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/07\/Cuisines-References-jeu35ans.webp” alt=”Cuisines Re\u0301fe\u0301rences – 35yearsgame” title_text=”Cuisines Re\u0301fe\u0301rences – 35yearsgame” align=”center” disabled_on=”off|on|on” _builder_version=”4.27.4″ _module_preset=”default” width=”84%” locked=”off” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_font=”||||||||” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Content marketing allows you to capture the interest of new audiences by creating value-added content that is relevant and targeted to their expectations. It naturally attracts visitors to the brand’s channels (SEO, social media, newsletters) while strengthening its credibility and status as an expert. <\/span><\/p>\n 3 tips for turning content marketing into a lever for engagement<\/strong>:<\/span><\/p>\n <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” locked=”off” global_colors_info=”{}”]<\/p>\n At this key stage of the journey, the aim is to turn interest into action<\/strong>. The mechanisms used must reduce friction and stimulate decision-making while reinforcing the perceived value of the offer. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Instant wins<\/a>, for example, are fun, simple and quick devices that encourage action by relying on the mechanics of immediate reward. This format of playable marketing<\/a> stimulates action through instant gratification. It plays on curiosity and the desire to win, while encouraging interaction with the offer in a transactional way. <\/span><\/p>\n Sephora<\/strong> offered a 100% winning Skin Care game to boost its web traffic<\/a>, generate sales via promo codes, and enrich its database with qualified opt-in profiles. <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/07\/Sephora-campagne-skin-care.webp” alt=”Sephora – skin care campaign” title_text=”Sephora – skin care campaign” align=”center” disabled_on=”on|off|off” _builder_version=”4.27.4″ _module_preset=”default” width=”84%” global_colors_info=”{}”][\/et_pb_image][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/07\/Sephora-jeu-marketing-cosmetique-.webp” alt=”Sephora – cosmetics marketing game” title_text=”Sephora – cosmetics marketing game” align=”center” disabled_on=”off|on|on” _builder_version=”4.27.4″ _module_preset=”default” width=”84%” locked=”off” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ locked=”off” global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n <\/span>For Mother’s Day, Sephora also launched a 100% winning Pi\u00f1ata game. With no forms to fill out, the simplified process allowed participants to instantly reveal their prize<\/strong>, streamlining the conversion funnel. This campaign boosted traffic to the website and app and increased revenue by promoting flagship products through the distribution of promo codes. <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/07\/Sephora-jeu-fete-des-meres-engagement-client.webp” alt=”Sephora – Mother's Day game marketing commitment” title_text=”Sephora – Mother's Day game marketing commitment” align=”center” disabled_on=”on|off|off” _builder_version=”4.27.4″ _module_preset=”default” width=”84%” global_colors_info=”{}”][\/et_pb_image][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/07\/Sephora-engagement-client-mobile.webp” alt=”Sephora – marketing commitment mobile” title_text=”Sephora – marketing commitment mobile” align=”center” disabled_on=”off|on|on” _builder_version=”4.27.4″ _module_preset=”default” width=”84%” locked=”off” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ locked=”off” global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Playable Ads<\/a> are interactive advertising formats that allow users to experience a mini-game directly within a display ad. They capture attention in a fun way, encourage interaction and reduce resistance to purchasing. By offering a short and engaging experience, they facilitate product discovery while encouraging immediate action, often through an exclusive offer. <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/03\/del-arte-playable-ads.webp” _builder_version=”4.27.4″ _module_preset=”default” alt=”playable ads” title_text=”del-arte-playable-ads” align=”center” hover_enabled=”0″ sticky_enabled=”0″][\/et_pb_image][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ locked=”off” global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Influencer marketing involves collaborating with content creators or well-known personalities to promote a brand to their engaged communities. At the conversion<\/a> stage, influencers bring authentic credibility and humanise the brand, which can transform a hesitant prospect into a convinced customer. Their recommendation acts as a powerful driver of engagement and conversion. <\/span><\/p>\n 3 tips for successful influencer marketing<\/strong>:<\/span><\/p>\n <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n At this stage, the focus is on maintaining a lasting relationship with the customer<\/strong>, strengthening their loyalty to the brand and encouraging repeat purchases<\/a>. It is about nurturing trust and offering a personalised experience to turn satisfied customers into true brand ambassadors. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” locked=”off” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”19.4px” custom_margin=”||40px||false|false” hover_enabled=”0″ locked=”off” global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Email marketing provides a direct and personalised channel for maintaining customer relationships, sharing exclusive offers and advice, and sending invitations to events. This regular contact stimulates engagement and loyalty in the long term. <\/span><\/p>\n\n
What is marketing commitment: definition?
<\/strong><\/h2>\n1. How can you recognise an engaged customer? Signs to look out for
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The different types of marketing commitment (and associated KPIs)<\/h2>\n
1. Contextual commitment
<\/strong><\/strong><\/h3>\n2. The commitment of convenience
<\/strong><\/h3>\n3. Emotional commitment
<\/strong><\/h3>\n4. Social commitment
<\/strong><\/h3>\nWhy companies need to engage their customers: the marketing benefits<\/h2>\n
1. Increased retention and loyalty
<\/strong><\/strong><\/h3>\n2. Enhanced customer satisfaction
<\/strong><\/h3>\n3. Enhanced brand reputation
<\/strong><\/h3>\n4. A decisive competitive advantage
<\/strong><\/h3>\nWhat levers should be activated at each stage of the customer journey to ensure long-term engagement?<\/h2>\n
Engage from the prospecting stage
<\/strong><\/strong><\/h3>\n1. Inbound marketing<\/strong><\/h4>\n
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2. Playable marketing<\/strong><\/h4>\n
3. Content marketing<\/strong><\/h4>\n
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From commitment to conversion
<\/strong><\/h3>\n4. Instant wins<\/strong><\/h4>\n
5. Playable Ads<\/strong><\/h4>\n
6. Influencer marketing<\/strong><\/h4>\n
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Commitment to customer loyalty
<\/strong><\/h3>\n7. Email marketing<\/strong><\/h4>\n