I’ve wondered whether clicking on a banner ad could be called engagement, which in my opinion it’s not, and Wikipedia agrees with me.
“…a marketing strategy that directly engages consumers and invites and encourages consumers to participate in the evolution of a brand”
“Emotion, empathy, and cooperation are critical to success.”
“Trust and conversation are crucial in this new economy.”
Take a look at an ad, even a viral one, and ask yourself: Does it engage you as described above. I’m pretty sure the answer is no.
Also, is marketing just about evolving companies’ brands? Where are the offerings and the companies’ market goals in that picture?