LONDON: "Engagement" has been one of adland's favourite buzzwords in recent years, but its definition and role both remain difficult to establish, according to WARC Online's regular columnist, Tummler.

Tummler's latest fortnightly column – which can be accessed here – quotes a number of definitions of engagement, an idea which has evolved alongside the development of different forms of media, from radio to Web 2.0.

This includes the ARF's understanding of the term, namely as the process of "turning on a prospect to a brand idea enhanced by the surrounding context."

However, Tummler argues that as engagement has been applied in various ways to media, advertising, marketing and brands, its exact role in encouraging purchase remains unclear.

Subscribers to WARC Online can read the rest of Tummler's fortnightly column by clicking here.

Data sourced from WARC Online