Strangling the Myth of Digital Engagement
The hunt for something better than Advertising Value Equivalency (AVE) has led some PROs down a road where ‘digital engagement’ has become the measurement of choice and digital the medium to achieve it. This is a metric which I’d like to quietly strangle in a cul-de- sac.
Digital and its social media sidekick have clearly fragmented traditional media. They have allowed us to identify and segment audiences. Online, digital marketing can target the people who have previously bought your product or identify new ones from their Google searches; messages can be tailored for different audiences. So far so good. But are page impressions, ‘likes’ and retweets meaningful hard data?
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