Brand engagement has always been the ultimate measurement goal for marketers because it presumes that engagement with a message will result in action towards sales. But what does engagement measurement really mean and what is the best metric for measuring it? Should marketers define their campaign successes with an engagement metric rather than by delivery or reach?
For the past decade, industry experts and organizations have tried to reach a consensus on the definition of engagement and have come up with hundreds of possibilities. If not everyone can agree on what engagement is, how can we agree on a measurement for it? It’s a conundrum.