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?
Electric Airwaves is the leading provider of Media Training, Communications Skills Training and Crisis Communications Skill training. With the largest team of trainers, the deepest knowledge base and some of the world’s leading organisations as clients, we are well placed to help you manage your reputation – in good times and in bad.
Read more about our courses here:
Or contact us on firstname.lastname@example.org to discuss your needs in detail.