Rules of engagement

Three years after the ARF introduced its working definition of the term “engagement,” there is still a lack of clarity over what the term describes and how it can best be measured.

Rules of Engagement

Gordon Pincott

Much debate has centered on the topic of engagement in recent years. Interest in this concept developed as it became clear that the new digital world presented both new possibilities and new hazards for marketers. While digital media channels allowed people to experience a new degree of interaction with brand communication, marketers soon realized that they needed to gain “permission” to market to people through these channels. Simply bashing down people's doors by intruding into their online surfing or mobile communication would be counterproductive. People needed to be won over. Thus the focus on “engagement.”...

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