Ad Age says that the ARF has issued its "working definition of engagement." The hope is that this will turn the term from "an industry buzzword to a industry-wide measurement standard."
So, what is the definition you ask...
“Engagement is turning on a prospect to a brand idea enhanced by the surrounding context.”
First of all, I have to read this several times to make sure that I understand it, only to think (finally) that it's meaningless. How do I measure "turning on" what is turned on? Obviously it's more than midly titillated and less than completely obsessed but there's a lot of land in between the two.
I may be simple but I would have thought engagement ought to include some measure of the focus paid, along with the interaction with a piece of communication.
Am I missing something here?
Wednesday, March 22, 2006
Measurement: Engagement defined...uh sort of
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1 comment:
that looks like the type of bs that got me through school. except i pulled an all-nighter... i didn't start 8 months prior. so turning on will be measured on a spectrum from "i see this brand" to "i want to marry this brand"? with chatting, gossiping and some spooning in the middle - in the consumer-created content world, i notice you (brand) noticing me noticing you noticing me... may i have this dance and put on my king mask and make a video that i send around the internet?
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