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Marketers are seeking new and better ways to measure the effectiveness of their programs and justify their marketing spend. One concept that has elbowed its way to the front of the metrics pack is “engagement,” but while just about everyone agrees on the importance of measuring engagement — who doesn’t want to know how well your customers are receiving your message or interacting with your brand? — the common ground pretty much ends there.
Ask a marketer how they measure engagement — or even, for that matter, how they define it — and the answers are as far-reaching as an Iowa cornfield.
There’s no question of the potential benefits of positioning your marketing strategy around the concept of engagement. But as in all areas of marketing measurement, the approach must be framed in the proper context in order to deliver useful insights, which — when combined with existing data and a methodical testing program — lead to positive outcomes. View full story...
Ask a marketer how they measure engagement — or even, for that matter, how they define it — and the answers are as far-reaching as an Iowa cornfield.
There’s no question of the potential benefits of positioning your marketing strategy around the concept of engagement. But as in all areas of marketing measurement, the approach must be framed in the proper context in order to deliver useful insights, which — when combined with existing data and a methodical testing program — lead to positive outcomes. View full story...
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Good article! A more realistic approach to measuring engagement.