Firms employ engagement initiatives to facilitate customer interactions and foster emotional bonds with customers. This research shows how a business-to-business mobile app provides a new avenue to achieve engagement.
Return on Engagement Initiatives (RoEI): A Study of a Business-to-Business Mobile App
“Engagement initiatives connect firms to their customers, but also invoke direct economic costs, without direct economic benefits. We take a return-on-marketing view, questioning whether and how engagement initiatives pay off for firms, documenting RoEI.” Les mer her