Forget clicks: The five rules of online engagement

Giles Ivey
Say Media

Clicks have virtually no correlation with conversion, according to data sources cited by Giles Ivey. In this article, he argues that the conventional metrics – adapted from traditional media measurement – used to measure online engagement are poor and provides five principles that will improve effectiveness.

According to Wikipedia, engagement marketing (sometimes called experiential marketing, event marketing, live marketing or 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 programmes, and develop a relationship with their brand.