USA Today looks at a new trend in the marketing sector: engagement. Brands are trying to get consumers to spend time with their brands especially online:

Much of the ad industry has been converted to the belief that engagement — adspeak for getting consumers to spend time with brand messages — is what gets results from advertising. One way to do that is to send the consumer — often with a traditional TV ad — to a website to interact with or sometimes create the ad. Such interaction can extend a consumer’s time spent with a brand to minutes or longer vs. 30 seconds for TV ads.

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