The Future of Engagement is Intriguing. Now, About the Present…
December 8, 2010 by Marcus Grimm
So Time, Inc. is working with another company to stick electrodes on peoples’ heads to gauge how much they like iPad ads. Seriously.
"Pay no attention to the lack of readers," such research seems to say. "Instead, let’s focus on the fact that their brains are on fire with activity!"
The problem, however, isn’t finding ways to measure engagement. Heck, we can look at time spent as a first place to drive that flag in the ground.
No, the problem is figuring out how to train salespeople to sell engagement and training buyers on why it matters as much as (or more) than page views. Maybe Time’s got their salespeople tied up somewhere, presumably with wires in their head, working on that one.
Want to make your salespeople shine in a world full of digital magazines and apps? Figure out how to sell engagement, today. Look at engagement times in your different products and yes, don’t be afraid to look behind the curtain at click-throughs, too. It’s a good place to start, and you don’t have to wear electrodes to do it.