Businesses failing to take brand engagement seriously

Marketers often use the term ‘engagement’ as a measure of success but an online survey of 585 Marketing Week readers shows that while 78% would use brand engagement as an ROI metric only 39% believe the metric is taken seriously by senior leaders and the board.
The majority of marketers (84%) consider a positive mention of their brand on social media as an indicator of brand engagement. A similar number (82%) class a retweet, like or share as a sign of consumer engagement. Just