Ashutosh Zutshi

Participation should be viewed more as an opportunity for building sustained brand equity and consumer relationships and less as an indicator, says Hira Omar Aamer, Brand Strategy Director, Sprite, Eurasia and Middle East Operating Unit, The Coca-Cola Company. A consumer liking a post is engagement. Choosing to spend time, share information or actively participate in a brand experience is something more.

Brands need to function as a connected unit grounded in a solid customer data foundation or else they risk missing hidden signals across their organisation, says Varun Sharma, VP & Head of SAP CX – Middle East Africa, SAP. Customer engagement is becoming harder to define by a single interaction, campaign or channel.