March 17, 2015
The first thing to address is how the role of Engagement in the customer journey or sales funnel has changed. In the traditional marketing model where Advertising is the attraction mechanic and Engagement is the response to the ad message, the process is very linear. A consumer sees an advertisement containing a call to action or direct response and they either engage or they don’t. The funnel is filled with as many potential customers as possible through reach advertising and the marketer tries to optimize the engagement resulting in positive ROI.