What separates great advertising from the merely good ones, is the level of customer engagement. An example of such engaging advertising campaigns is that of Renault in the 1960s which asked customers to spot scratches on its car to avail of a fee waiver. Similarly, Coca-Cola engaged audiences to sign along a popular song. In modern times, certain methods have been identified to best execute such engagement. First of all question and answers rounds may be posed to customers on social media. This elicits real time feedback as well as conducts digital marketing. Social media can also be used to initiate contests and prizes. Unique case studies may be framed and then delivered after customer backed analysis. Reviews of all forms must be consulted. Often users vent negative feedback on social media, but instead of getting defensive, brands must embrace such reviews to rectify their processes.

Source:http://www.dealermarketing.com/customer-engagement-what-separates-good-from-great-advertising/