Brand engagement: Dial E for engagement

Robert Passikoff and Amy Shea

There is a need for a consumer-centric, holistic measure for cross-media planning. Each media touchpoint claims to incorporate unique values that make it better than others, but they cannot all be 'above average'.

Dial E for engagement

Robert Passikoff and Amy Shea

A BlackBerry Storm campaign showed how integrated engagement analyses can prove the impact of cross-media campaigns on consumer behaviour

A quick look around the world these days makes plain the need for a real consumer-centric, holistic measure for cross-media planning. This will only become amplified by three realities – the first of which is the rapidly evolving ways in which consumers use, juggle, adopt and 'gatekeep' old and new media.

Then there is the way burgeoning new media technologies have become increasingly relied-on as legitimate media platforms, generating more difficult-to-assess media...

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