Friday, July 22, 2005

Shifting from Frequency to Engagement


Ad Age reports that the leading advertising trade associations have announced a new program to make marketing more measurable and accountable for delivering results, instead of delivering frequency. This adoption of engagement as a metric is a long overdue action and one that takes considerable courage – marketers want to know how their budgets are producing results and for decades advertising has been unchallenged while direct marketing goes on the line with every initiative. Good news on customer engagement will provide greater trust in all media and bad news will force the kinds of change that only bad news can cause. It’s a confirmation that consumers are fully in charge of the media they consume.

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