Get Shouty

Return on Engagement
March 15, 2006, 6:45 am
Filed under: Digital Strategy

The BIG issue marketers face: If I swing a bunch of money out of TV into online, how do I know I will meet my sales goals?

The problem is that when you move from an impression based-medium (a TV ad or a print ad, even a banner ad online) to an engagement-based medium engagement (like gaming, a web community or a holistic online experience) the comparisons become very difficult.

Put another way, what’s more worthwhile, a 30 second spot watched passively by 2 million people that costs half a million dollars to run or a web experience where 500,000 people actually engage with the brand for 7 minutes signing up for a contest, viewing a video, creating a mash up and emailing it to their friends?

Fundamentally do markerters want passive or active consumers? Do they want consumers to engage with their message voluntarily? The measure we need to get to is Return on Engagement.


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