Ad tech is in full Swing in New York and engagement marketing has become the buzz term on everyone is lips. Marketers everywhere are becoming excited about leveraging the increased time people are spending on the internet, to keep eyeballs glued to their websites and interacting with their own brands. This revolves around the inherent belief that the more time people spend with you, the more they will have to know you and more likely they are to cover an association. However, the stumbling block remains discovering the elusive secret formula to reveal, in hard figures, how improved engagement leads to increased earnings. The World Wide Web is developing a change in advertising by an interruption established market to one that is permission based. There is going to need to be a parallel change in thinking before many traditional advertisers are delighted to plough funds into something that does not guarantee a quantifiable conversion in earnings. It is quite tricky to drive investment in online branding exercises whenever they have only the ambiguous measure of engagement as the yardstick for success.
The drive to utilize the increase in popularity of interactive sites is gathering steam all the time. However, as any marketer will tell you, you cannot monetize that which you cannot measure. There is mass confusion in the industry in understanding the ROI of participation marketing this is not likely to change until a methodology, or metrics, have been developed to identify what its formulation is. The general consensus seems to be that the amount of different ways people can interact with sites bookmarks, subscribing, commenting, funnel x roi 2018 etc means that no ROI formula can ever be the same for each site. Engagement marketing will need to grow for a while before we have the ability to know how it affects people is purchasing decisions. Even then the models involved are likely to be more complicated, and include more variables, than any we use right now.
In a recent tradition, Joseph Jaffe a top new advertising guru and Max Kale off Nielsen Buzz Metrics discussed the traditional reach, frequency, belief models are working less and less, and a new hybrid of metrics needed to be created. Joseph elaborated that we should not even attempt to fit engagement marketing in precisely the identical cast iron principles which have served advertisers for such a long time. But rather accept its sophistication as a manifestation of the selection of behaviors people are able to exhibit in online social networks. Simply using the old Methodology of measuring the answers to calls to action, like registering for a newsletter, no longer provides enough scope to cover all the various ways in how people are able to interact with a site is content. This view is reinforced in a post by Anthony Mayfield, a UK PR adviser, in response to some Wired set article. We should not be attempting to simplify engagement with conventional measurement models, but rather adopt new complex ways of attempting to comprehend its ROI.