I read a lot about engagement these days, especially as it relates to social media, but also as it relates to DS and DOOH.
One guy wrote: "It's all about engagement!"
I said to myself, "really?"
If I had told that to my wife in response to her questions about wedding planning, I think there would have been a major sit-down-hash-it-out discussion.
Social media promoters keep telling us it's all about the engagement, but as a consumer/viewer/target audience member, I want to know "When's the wedding?" What's in it for me? What's the pay off? Where's the beef?
And every good business decision maker asks the same thing from their point of view: "When's this stuff going to start producing a profit for us?"
Engagement is good, but it is only a step in the process which must lead to a wedding, a consummation, a business transaction. There's got to be a point to it, at least, for us business people who want to make money.
So here's my point: Engage me, FOR THE PURPOSE OF LEADING ME TO PURCHASE. If you want to make money, you must engage for the purpose of having a business relationship. Not just any old relationship, not a casual fling, or a one-night stand. An honest-to-goodness business relationship, where something is actually sold, something purchased, a want or need is met.
If it's only about engagement, that sounds like an exercise in futility and time-wasting. I would not suggest investing a cent in a game, event, or display if it doesn't lead, in a direct way, to a purchase, and a successful, satisfying, win-win "relationship".
Now that's something I can "Like".