Creating engagement: Depth over reach

Omaid Hiwaizi and Dan White
Geometry 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 concerned itself with the efficient delivery of optimised messages to target consumers, this growth of digital and the strategic maturity of below-the-line communications has torn up the rule book, creating an unprecedented opportunity to provide more immersive, participatory and even profound experiences for consumers, and empowering brands to have a much more significant role to play in people's lives.