Liminal 2011: Razorfish’s take on Engagement

February 4, 2011

 

I found a copy of Razorfish’s Liminal last night (via twitter) and was struck by a couple of things. First off, the production value is amazing. It’s beautiful and has a very modern feel while maintaining an almost archival quality. Their design team deserves kudos.

Second, in their prologue, I really appreciated the honesty of their definiton of engagement.

“Engagement – Just the mention of it can spark a visceral response from marketers, partly because no one has pinpointed what it really means. Let’s get it out there: engagement is a messy, complicated idea – yet a critical one – because it gets to the heart of the relationship between customers and brands. We know that it is valuable, but the how, what and why of it is ambiguous as best”. – Razorfish Liminal 2011

If you have a few moments i’d highly suggest checking it out.

 

I appreciate the take on engagement and what it means, provided in the quote. However, we will never arrive at one single definition of what engagement is. As marketers, we need to know that engagement is defined as secondary to the objective of any specific activity and/or call-to-action. The objective defines the success metric, and the activity a user must take for the success metric to be reached is the engagement. It can be as simple as a click-thru to as complicated as an online purchase.

From Brandon on February 4th, 2011 at 10:45 pm

i agree with you Brandon. i think this is the one ‘truism’ we’ll see over and over again. as you point out, at the end of the day, what really matters is defining success for your business and making sure that what you are measuring has a defined relationship to that. for better or worse engagement will always be an outcropping of that. did you download the whole PDF? it’s beautiful.

From Jascha Kaykas-Wolff on February 4th, 2011 at 10:56 pm

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From Tweets that mention Marketing Iteration – Liminal 2011: Razorfish’s take on Engagement -- Topsy.com on February 4th, 2011 at 11:11 pm

No, I didn’t download it yet, but I will now…

From Brandon on February 4th, 2011 at 11:23 pm

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