Customer engagement is the way brands actively build an ongoing relationship with their customers through meaningful interactions along the customer journey. By cultivating this relationship, brands can foster lasting loyalty and excitement among customers. Customer engagement refers to the quality of the connection between brands and customers—the relevance of the message and the inspiration it sparks in customers to take action. This could take the form of a customer clicking through an ad to shop more from a brand, or subscribing to a newsletter, or following on social media. Customer engagement like this promotes more long-term brand love and loyalty.