How Consumer Engagement Technology Helps Brands Connect with Their Audience

Published on May 30, 2023

Research shows that 89% of consumers are willing to leave a brand over one bad experience. Consumer engagement technology helps brands interact with their audience, providing them with a more personalized experience. Eventually, providing the ability and means to track customer behavior, create targeted campaigns, and analyze information.

By utilizing these tools, brands can create a more meaningful connection with their customers, increasing loyalty and sales.

What is Consumer Engagement Technology?

Consumer engagement technology is a set of tools and strategies that enable brands to interact with their customers more meaningfully. Leveraging real-time analytics, contextual updates, and personalized journeys, brands can create meaningful connections with their customers, increasing loyalty and sales.

At Mantra Labs, our conversational AI-based chatbot – Hitee, not only adjusts its responses based on the sentiment shown by a particular user, it remembers previous conversations and responds accordingly. With over 32 languages supported, it ensures that the customer is at ease during their interaction with the brand.

An effective customer engagement tool would have the following qualities:

Enhances customer experience through automated marketing tools
Seamlessly integrates with existing customer databases
Offers personalized experiences through predictive analytics

Benefits of Consumer Engagement Technology

Increased Brand Awareness

Increasing competition makes it difficult for brands to differentiate themselves and create a unique presence in consumers’ minds. As a result, consumer stickiness becomes a challenge for brands. Tools to improve customer engagement through brand awareness help create a credible, trustworthy, and positive brand association.

Brand awareness helps increase the number of users at the top of the sales funnel and boosts long-term customer relationships.

With mobile marketing gaining immense traction, engagement through lock screens and push notifications are vital tools that meet marketing objectives.

Inmobi’s Glance leverages advertising through their Smart Lock Screen offering, which allows brands to communicate with consumers directly on their mobile lock screens, eliminating the probability of users selecting an app on their mobile phone and that being the app where the brand chooses to advertise.

Consumer-first Brands such as Swiggy, Zomato and Cult.Fit leverage push notifications to maintain their daily touchpoints with users. Well known for its humorous copywriting, Zomato reaches out to consumers 2-3 times a day, based on user preferences and previous purchases, to make recommendations and jog the user’s memory towards ordering food.

Improved Customer Loyalty

Customer loyalty is critical in driving repeat purchases and long-term customer relationships. Customer engagement technology helps brands build loyalty by providing personalized experiences to customers.

Tools such as loyalty programs, rewards, and gamification help brands create a sense of belonging and reward customers for their loyalty. These tools also help brands understand customer preferences and behavior, allowing them to make more personalized experiences.

In India, Amazon recently partnered with ICICI Bank to create co-branded credit cards to provide rewards points to their customers. Further, Mantra Labs worked with Myntra to help create a gamification experience during their End of Reason sale boosting user engagement rates.

Improved Customer Insights

At its core, customer engagement technology helps unify customer data and draw better insights. Data insights from multiple channels and digital touchpoints are pulled together to help form a comprehensive understanding of how your user interacts with your brand. It assists every function of your enterprise in creating better-targeted campaigns.

Customer insights are critical in planning business objectives, understanding the pains and motivations of ideal customer personas, analyzing the impact of marketing campaigns, and more.

Tools such as HotJar and Microsoft Clarity help digital teams understand how a customer interacts or progresses across the customer journey on their website. This allows teams to tweak content, improve UI/UX, and run enhanced campaigns to ensure an optimized user experience.

How to Leverage Consumer Engagement Technology

Brands can leverage Consumer engagement technology in various ways to help brands connect with their audience. They can use automated marketing campaigns to send personalized customer messages based on their interests and preferences. Platforms such as CleverTap and ZenDesk help marketers design and run targeted campaigns.

Rewards and incentives are often used to increase customer loyalty and engagement. Using data and analytics to gain insights into customer behavior and preferences allows brands to tailor their marketing strategies. We recently created an advanced analytics dashboard for our insurance clients to help their sales & marketing teams receive and analyze customer data from multiple sources in one place.

Ultimately, brands can create a more personalized and engaging customer experience by leveraging consumer engagement technology.

Let’s take a trip back in time—2008. Netflix was nothing like the media juggernaut it is today. Back then, they were a DVD-rental-by-mail service trying to go digital. But here’s the kicker: they hit a major pitfall. The internet was booming, and people were binge-watching shows like never before, but Netflix’s infrastructure couldn’t handle the load. Their single, massive system—what techies call a “monolith”—was creaking under pressure. Slow load times and buffering wheels plagued the experience, a nightmare for any platform or app development company trying to scale

That’s when Netflix decided to do something wild—they broke their monolith into smaller pieces. It was microservices, the tech equivalent of turning one giant pizza into bite-sized slices. Instead of one colossal system doing everything from streaming to recommendations, each piece of Netflix’s architecture became a specialist—one service handled streaming, another handled recommendations, another managed user data, and so on.

But microservices alone weren’t enough. What if one slice of pizza burns? Would the rest of the meal be ruined? Netflix wasn’t about to let a burnt crust take down the whole operation. That’s when they introduced the Circuit Breaker Pattern—just like a home electrical circuit that prevents a total blackout when one fuse blows. Their famous Hystrix tool allowed services to fail without taking down the entire platform.

Fast-forward to today: Netflix isn’t just serving you movie marathons, it’s a digital powerhouse, an icon in platform engineering; it’s deploying new code thousands of times per day without breaking a sweat. They handle 208 million subscribers streaming over 1 billion hours of content every week. Trends in Platform engineering transformed Netflix into an application dev platform with self-service capabilities, supporting app developers and fostering a culture of continuous deployment.

Did Netflix bring order to chaos?

Netflix didn’t just solve its own problem. They blazed the trail for a movement: platform engineering. Now, every company wants a piece of that action. What Netflix did was essentially build an internal platform that developers could innovate without dealing with infrastructure headaches, a dream scenario for any application developer or app development company seeking seamless workflows.

And it’s not just for the big players like Netflix anymore. Across industries, companies are using platform engineering to create Internal Developer Platforms (IDPs)—one-stop shops for mobile application developers to create, test, and deploy apps without waiting on traditional IT. According to Gartner, 80% of organizations will adopt platform engineering by 2025 because it makes everything faster and more efficient, a game-changer for any mobile app developer or development software firm.

All anybody has to do is to make sure the tools are actually connected and working together. To make the most of it. That’s where modern trends like self-service platforms and composable architectures come in. You build, you scale, you innovate.achieving what mobile app dev and web-based development needs And all without breaking a sweat.

Is Mantra Labs Redefining Platform Engineering?

We didn’t just learn from Netflix’s playbook; we’re writing our own chapters in platform engineering. One example of this? Our work with one of India’s leading private-sector general insurance companies.

Their existing DevOps system was like Netflix’s old monolith: complex, clunky, and slowing them down. Multiple teams, diverse workflows, and a lack of standardization were crippling their ability to innovate. Worse yet, they were stuck in a ticket-driven approach, which led to reactive fixes rather than proactive growth. Observability gaps meant they were often solving the wrong problems, without any real insight into what was happening under the hood.

That’s where Mantra Labs stepped in. Mantra Labs brought in the pillars of platform engineering:

Standardization: We unified their workflows, creating a single source of truth for teams across the board.

Customization: Our tailored platform engineering approach addressed the unique demands of their various application development teams.

Traceability: With better observability tools, they could now track their workflows, giving them real-time insights into system health and potential bottlenecks—an essential feature for web and app development and agile software development.

We didn’t just slap a band-aid on the problem; we overhauled their entire infrastructure. By centralizing infrastructure management and removing the ticket-driven chaos, we gave them a self-service platform—where teams could deploy new code without waiting in line. The results? Faster workflows, better adoption of tools, and an infrastructure ready for future growth.

But we didn’t stop there. We solved the critical observability gaps—providing real-time data that helped the insurance giant avoid potential pitfalls before they happened. With our approach, they no longer had to “hope” that things would go right. They could see it happening in real-time which is a major advantage in cross-platform mobile application development and cloud-based web hosting.

The Future of Platform Engineering: What’s Next?

As we look forward, platform engineering will continue to drive innovation, enabling companies to build scalable, resilient systems that adapt to future challenges—whether it’s AI-driven automation or self-healing platforms.

If you’re ready to make the leap into platform engineering, Mantra Labs is here to guide you. Whether you’re aiming for smoother workflows, enhanced observability, or scalable infrastructure, we’ve got the tools and expertise to get you there.

How Consumer Engagement Technology Helps Brands Connect with Their Audience

What is Consumer Engagement Technology?