Forget interrupting people while being entertained in order to blast out marketing messages — audiences now need to be engaged with, writes Jason Xenopoulos: “This new reality is leading marketers to focus on ‘engagement’ as the key metric instead of ‘reach’ when measuring the efficacy of their campaigns. …When someone drives past your billboard, it is impossible to tell whether they took any notice. The same is not true with a banner ad or a section of your website, or a content snippet on your blog or Facebook page. Online analytics tools allow digital marketers to tell exactly which pieces of a digital campaign were noted.”
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