The best place to see engagement marketing in action is in a small town that is not far from a large shopping centre.

Here the shopkeepers know that if they do not engage with you then you will simply jump in the car and head off to the choices offered by the big shopping mall just down the road.

At my local store the shopkeeper always greets me by name and keeps special things aside for me. It makes the choice of dropping by to her local store simple. Because she is (a) friendly and helpful; and (b) goes the extra mile for me and I feel the desire to keep coming back.

There’s nothing like the personal connection. And that is all that engagement marketing really is – connecting with customers so they will choose you above alternatives.

I go back to my local shop because I really enjoy the personalised experience (it’s probably a bit more expensive than the mall) – but my local shopkeeper knows me and my family, she holds items for us and get things in specially.

Marketing does not get much better than this. My whole neighbourhood talks about how good we feel going into that local shop. Just popping in the pick up a newspaper can put a smile on my face for a whole day.