I have to defend my colleague Mike Palmer and slap my pal Steve Rubel on the knuckle. I think what we have is a "failure to communicate". Let’s not get caught up in semantics but remember that the past chair of the ANA board, Procter & Gamble Global Marketing Officer Jim Stengel, has talked publicly about how media – and marketers – are changing but measurement has not caught up. That is where the need for an additional metric to eyeballs was born. Call it engagement, call it Project Apollo, call it whatever you want but applaud the industry for looking beyond what exists today and recognizing the need to have a dialogue about the future.
And as you heard loud and clear last week at the ANA Masters of Marketing Annual Conference, marketers were saying that they are "letting go" and engaging in a dialogue with their consumers. It is no longer the marketer telling the consumer "you will buy our product and this is why". Instead, marketers are now talking with consumers since technology and new media allow us to do so. But since our CFOs and CEOs demand accountable metrics, we need to be able to respond to that request. The engagement metric work going on in partnership with the ANA, the AAAA, the ARF and key advertisers and agencies, is a solid first step.
Great read over at Open The Dialogue, where they don't agree with Steve or Michael.