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?
Share ideas that inspire. FALLON PLANNERS (and co-conspirators) are freely invited to post trends, commentary, obscure ephemera and insightful rants regarding the experience of branding.
Wednesday, March 22, 2006
Posted by Adrian at 3/22/2006 08:44:00 AM