by Gord Hotchkiss
Currently, the Advertising Research Foundation has an initiative called MI4. Its task is to create a cross channel measurement of advertising effectiveness that can foster more accountability and facilitate multi channel marketing measurement. They have decided on the concept of engagement. It is a noble endeavor, and one that is much needed in our new, highly fragmented marketing world. But I fear there may be a fundamental chasm that one metric will be unable to bridge.
Joe Plummer, ARF's Chief Research Office, offered the group's first draft of a working definition, "Engagement is turning on a prospect to a brand idea enhanced by the surrounding context."