Is Engagement A Myth?

As posted earlier, Steve Rubel thinks Engagement is a myth; he said so in AdAge as well as on his blog. Conversely, the ANA, one of the leading trade organizations behind the Engagement initiative, has since joined the conversation and stronly disagrees.

As a marketing model, I think Engagement is in its earliest stages and needs to be cultivated and given a chance to blossom. At the least, it's a good thing because it's spurring discussion and bringing attention to many aspects of marketing we all know are broken or eroding. Sure, much of the Engagement discussion is blather, as Steve emphasizes, and misguided. But it has aligned a lot of smart thinking as well. It's much too early to write it off.