Businesses failing to take brand engagement seriously

Chahal, Mindi
August 2016
Marketing Week (Online Edition);8/9/2016, p1
Trade Publication
The article reports that more than fifty percent of marketers use brand engagement as a metric although senior leaders in their business do not take the term in a serious manner. The majority of marketers think a positive mention of their brand on social media as a proof of brand engagement. Metro UK's digital director Martin Ashplant says marketers have used the word engagement for a long time without really knowing its meaning.


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