What we know about engagement

Summarises the insights from a series of key papers on engagement – broadly speaking, eliciting feelings and emotion from consumers – although it is difficult to define precisely due to the ever-changing social and technological context in which marketers are trying to achieve and measure it.

Engagement as a marketing concept is riddled with complexities and ambiguities. Real engagement is about feelings and emotion, not just the capturing of attention. It emerges from positive experiences that have depth and substance. The rise of digital, and the proliferation of data, mean that marketers need to exercise caution when deciding what metrics effectively represent engagement.

Definition

Engagement is a broad topic that is open to interpretation, though fundamentally engagement is about 'connectedness'. This can range from engagement being any action a consumer takes with content, to engagement representing a two-way communication between a brand and consumers, and the...

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