The Art of Driving 'Active Attention'
A comprehensive description of “engagement” remains elusive, even after almost two decades of use as an industry buzzword. Our entire industry is increasingly focused on high-volume, low-involvement content – even though we liberally use ‘engagement’ with hopes that the term will magically apply itself.
Here’s a wake-up call: this is not working for anyone.
Why understanding ‘engagement’ is even more critical for brands than big data
Key takeaways on how to effectively define, apply and measure engagement for your next campaign
Finally, how to thoughtfully integrate video to increase engagement
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