The engagement word has had a bit of a buzz for some time. And according to the audience’s new (behaviour) patterns and the changing media landscape, the meaning of the word needs to be taken critically if you want to communicate your brand or messages in relevant ways. An objective definition is needed(?).

In our context it’s about, both physical and emotional engagement. Audiences voluntarily participating in creating content for you, distributing your content, actively doing something with your content is for us an engaging act, and included in those actions are emotional engagement as synergies. Just impressions aren’t enough.

This isn’t my attempt to define the word and I’m doing a quite pragmatic description, but what I’d like is a less ambiguous use of the term. Or do we actually need a more specific declaration of the term? As with many subjects it might be about who you’re talking to!?

Tags: marketing, consumer engagement, branding, communication