Engagement marketing, also known as participation marketing, is a marketing strategy that directly engages consumers and invites and encourages them to participate in the evolution of a brand. Rather than looking at consumers as passive receivers of messages, engagement marketers believe that consumers should be actively involved in the production and co-creation of marketing programs, developing a relationship with the brand. This is exactly the type of marketing strategy Zapya has adopted.

And the effect is…?

A truly active and international Zapya community working towards constructive development.

Engagement marketing provides a much more dynamic, two-way communication channels between the Zapya team and its users. This has helped to improve the app itself in response to consumer feedback but also inspired an enthusiastic online community.

Zapya has one of the most thriving and open customers. Everyday questions are sent to google play or Facebook accounts to share positive comments or to inquire about possible setbacks in using the Zapya file sharing app. As the users expressed their challenges, the Zapya team worked hard to remove obstacles. In the process, many improvements were made. The new Zpaya 4.0 version is equipped with bug fixes and manuals have been devised to deal with specific problems consumers may be facing.

“Think of a salesperson who walks up to you in a store. You tell him thanks, you’re okay, you’re just looking. But he hovers and looms, finds ways to insert himself into your activity, and is a general annoyance. That’s what typical marketing feels like: intrusive and disruptive. Engagement Marketing is the opposite. It’s a salesperson who hangs back and engages you if/when you need help. Who can sense what you want to do, and help you arrive at that decision. Who will contact you directly with exclusive sales information, if — and only if — you request it.

Engagement Marketing, done well, means connecting with audiences who want to hear from you, in relevant, meaningful, interesting ways. If you can pull that off, everything changes.”

Greg Ippolito, former creative director of engagement marketing agency Annodyne

This is the type of model Zapya is aiming to bring to its prospective users.

Moreover, Zapya has been actively engaging with its user base through a variety of online events on Facebook. A recent event provides an insight into how Zapya users perceive the services provided by the app. The event was called ‘Make Your Own Zapya Slogan’. The participant would use all the letters comprising Zapya to create a slogan. What was interesting is that these events propose an opportunity for users to shape how the Zapya brand will involve.

Here are some submissions:

Anindito Suangga Mangawe

Z : Zapya is the best cross-platform
A : App for file transfer & sharing
P : Pictures,videos,documents,and many more
Y : You name it, Zapya will handle it
A : As it is the fastest & most reliable one

Mariyam Shifa

Z-zapya is
A-an advanced and
P-progressive
Y-youth development
A-application

Quratulain Nazeer

Z = zapya is
A = an ideal
P = perfectly designed
Y = yeah! Im loving this
A = application …

Zahoor Baluch

Zealous
Advance
Progressive
Yes made for YOU
Anywhere Everywhere
ZAPYA

Many of these submissions reveal the key characteristics and values of Zapya. The first submission identifies the most important functions of the app such as allowing cross-platform sharing for all file sizes and the reliability of the services. Many responses also point out the fact the app is empowering for people of all ages but especially the younger generation. Finally, the app is described as being ubiquitous and possessing an inclusive community composed of people from all over the world. All of these submissions will no doubt change the way Zapya views itself and consolidate its values and goals. Hence, through active user engagement, Zapya has access to feedback and support network that encourages it to grow.

Another important aspect of this open intercommunication and engagement is that consumers also develop and get to connect personally with Zapya. Through participation in events such as these, they acquire ways to reflect about what the app means to them at a personal level and to express themselves in a creative manner in relation to the product. Other social media posts by Zapya have similar goals of engaging its user base. Zapya does not resort to an intrusive and disruptive marketing but seeks to create an arena for exchanging ideas (including some very entertaining contents).

Zapya not only posts contents that are related to the app or the industry sector such as tutorials but a wealth of resources. These include an article about how to save phone batteries to interesting music or video of the week. Sometimes, there puzzles or tricky quizzes and other times there are photos of cute and cuddly animals. All of these efforts show that Zapya’s social media platform is all about getting to know the users and to connect with them.

In the Zapyahub blog’s Scrapbook (now updated to EnjoyZapya), topics that range from dream travel destinations to silly pranks are discussed and many users comment to share their ideas and reactions to the blog piece. It is never a spoon feeding process but an interactive platform. This is not to say that there is no room for improvement. Engagement marketing needs consistent care and attention. Efforts should be made to maintain trust and build up a greater user base for Zapya. The great part is that the Zapya team is not alone. Zapya community has played a significant role in being Zapya ambassadors in sharing the app with their friends and family both online and offline. It is undeniable that their engagement and support will play a key role in Zapya’s growth and development in the future.

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