• by David Goetzl  @dgoetzl, December 6, 2011

In his keynote at the MediaPost Email Insider Summit, Augeo Marketing CMO Ken Greer spoke about an “engagement continuum” in order to build customer loyalty. There are five steps:

1)      enticement, get them interested

2)      evoke response, get them to take action

3)      educate, provide key information

4)      entertain, don't be boring

5)      endear, get them to fall in love with a brand

Customers will be at various stages of this continuum. Some will be enticed and taken some action, but need some added education. The key is identifying where a person is on the chain and propel them forward.

“In all of your marketing efforts, try to move them along this continuum,” Greer said.