Engagement as a marketing concept is riddled with complexities and ambiguities. Real engagement is about feelings and emotion, not just the capturing of attention. It emerges from positive experiences that have depth and substance. The rise of digital, and the proliferation of data, mean that marketers need to exercise caution when deciding what metrics effectively represent engagement.
Definition
Engagement is a broad topic that is open to interpretation, though fundamentally engagement is about 'connectedness'. This can range from engagement being any action a consumer takes with content, to engagement representing a two-way communication between a brand and consumers, and the...