Engagement Is So Last Year

Still, those networks are important, and this year marketers are focusing on measuring them.  While last year was a time of experimentation with engagement, this year, the metrics of that engagement are becoming a top priority. eMarketer looks at how paid digital spending is increasing, even as traditional media investments are dropping. But unpaid media spend is rising more sharply than any other kind, an indication that more attention is being paid to social networks, where engagement is “earned, not bought”. Marketer are most interested in certain ways in which engagement is being measured – primarily by the amount of time that a user spends on the site, and by unique page views. Interestingly, the least important measure is cost per click/conversion rates/ROI, with only 23% saying that this was the most or more important measure.

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