Creating engagement: Depth over reach

This article argues that brands should aim for deeper brand experiences and audience engagement as this is a more effective way of building a brand, and sets out a measure to compare different types of brand activity.

Creating engagement: Depth over reach

Omaid Hiwaizi and Dan WhiteGeometry Global and Millward Brown Europe

While both reach and depth approaches are likely to glean a return on investment, the nature of depth strategies will allow brands employing them to create greater and more sustainable impact by generating advocacy and driving repurchase.

Since the early 1990s there have emerged a plethora of different brand-building media and touchpoints – ranging from personalised direct mail, experiential events, shopper marketing, digital media and platforms through to social media – which are now available at scale. While the marketing communications industry has traditionally...

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