Marketers have been talking about it for a long time, but nobody can really say what it is.
I think that’s because when people speak about definitions in marketing circles, what they really mean is metrics. Engagement comes in many forms and simply doesn’t doesn’t lend itself to simple quantitative measures. What it does represent is a value exchange.
Consumers engage with a brand they see as providing superior value. That has been, historically, derived mainly through product performance. More recently, however, marketers have been able to provide superior value in creative ways that go beyond product specifications. And that, is where it gets really interesting.