It’s all about engagement… or maybe not?
On ClickZ, writes a very interesting article on the “engagement” idea in online marketing. I’m so happy to hear her point of view on this topic!
One thing’s for certain: engagement as the objective of your next marketing campaign doesn’t make a lot of sense, at least until we’ve figured out how to definitively measure the results.
It’s amazing how many times we concentrate all our attention on the “beauty” of a website, on how it is funny or on its viral potentials etc… and we therefore miss the key points any online effort should bear in mind: which are the marketing and communication objectives of my online campaign? Who am I trying to reach?
Viral marketing applications can also be effective where engaging consumers is concerned if they serve a purpose beyond just that. Take a moment to recall some of the most popular viral videos and interactive tools and you’ll realize their success wasn’t measured in their ability to engage alone.