Engagement (online marketing)
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In online marketing, engagement is seen as direct interaction with the website and its content.
"Engagement describes the degree of interaction with digital measures."
Basics
Visitors show different levels of engagement with the content of the website. Some pay a brief visit, while others take a closer look, download a study or immediately “convert” it, for example buying a product or signing up for a newsletter. Visitor metrics such as "duration of a visit" or "number of visits" do not provide a suitable picture of how committed visitors are to their online offer.
In the run-up to website assessments, "engagement points" are allocated per page of a website. The more "engaged" a visitor is (unfortunately there is no adequate translation for this online term either), the higher his engagement score. The more detailed a page on the website , the higher the score. The homepage of a website therefore receives a low (er) “Engagement Score” than a page with product details or with the imprint.
use
The insight into which campaigns and channels generate highly committed visitors should help to control (online) campaigns more specifically and distribute marketing budgets more effectively to marketing channels such as newsletters, search engine marketing and search engine optimization. The “online experience” of the users can be significantly improved through the insight into the behavior and preferences of the “committed visitors”.