It's a phrase echoed by brands in their quest to attract and retain customers, yet, in talking with marketers across myriad industries, we realized that it's a concept that is often very misunderstood.

However, it is the key to building and maintaining strong, sustainable, and profitable customer relationships.

While there is no single, concise definition, we do know that "engagement" gets to the heart of the relationship between consumers and brands—a relationship that has been forever changed by the explosion of new media and technologies.

In this new consumer/brand relationship, engagement is a two-way street, based on a real-time, interactive dialogue. Building this relationship begins the first time a customer is introduced to your brand and continues as you initiate the dialogue, get to know each other, and develop a rapport. This is the engagement journey.

Marketers have come to realize that creating customers who are emotionally engaged with their brand is a distinct competitive advantage.

Loyalty 360 asked industry thought leaders to share their perspectives on how we define engagement today, the impact of emerging technologies, and the challenges faced and opportunities explored in today's evolving marketplace.

Further reading via:

http://loyalty360.org/resources/research/understanding-customer-engagement-the-opportunities-challenges-marketers-fa