Engagement is the new “portal.” It’s tossed around so much, we have varying definitions. I use it broadly to refer to any action on the part of the media “consumer.” If they watch my video, that’s kinda engagement, but if they comment, respond, follow a link, purchase a product… that’s far more interesting.
Here’s Forrester’s Brian Haven with his shiny head and retro glasses, espousing the four I’s: involvement, interaction, intimacy and influence (source: Content to Commerce blog). What’s worth noting is that you’re not likely to be influential without interacting and connecting (intimacy), yet most brands try to jump right to influence. Kinda like popping an engagement ring on a blind date. Ewww.
“We need to provide content and tools within the context of use… this is where engagement’s going to happen.”
Notice my embed box matches his glasses.