Media Weight & Engagement

Why did nobody talk about engagement in the 70s and 80s? Agreed, the media is more participatory today and maybe people seek engagement. But is that all? I think the lack of weight in emerging digital media is an equally important reason for the increasing importance of "engagement" in marketing. The weight of non-linear media like web comes nowhere close to what TV and print had. Marketers cannot capture people’s mindshare using the old media model on digital media – most display ads don’t work; at least not for branding and awareness purposes.

I wouldn't be surprised if somebody told me that this entire idea of "engagement" was created by some smart marketer to hack the weight problem with web!!  If I can’t force people to pay attention to my ads on the internet, let’s find a work-around – let’s engage themJ. let's use "engagement" to add weight to the web media, so that it can at least strive to become as effective as TV and prints were…during the ice age.

However, engagement through ads on web is probably not going to work. Jim makes an interesting point here (Online, the Web Site is the Ad) on why display ad banners on web can never be like TV or print ads; they are just navigational elements; the real ad is the destination (your website, micro-site or FB page). That’s the place where you should pay most attention. How you manage and measure the digital properties you own decides how effective your marketing/enagement is going to be…buying display ad banners is just a small piece of the bigger puzzle.

Read more about it on Jim’s blog and wikipedia:

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