How Do You Measure Engagement?
A conference at Wharton considered whether offline media is relevant anymore, supplanted by blogs, YouTube, and other online vehicles. (Read about it here.)
One speaker said, despite all the measurements of click-through rates and unique visitors, we still don’t have a useful measurement in terms of engagement and brand awareness. An e-commerce site can measure how many products sold, but how do you measure what the awareness means in terms of off-line decisions?
I personally don’t sit around watching You Tube videos–am I in a minority by now?–but another speaker felt that online video was breaking down the divide between digital and broadcast TV. Maybe.
