We’re moving from the attention economy to the engagement economy. It’s no longer just about reach – it’s about how people interact with your content.
Website pages with many visitors, but no engagement, will be punished by search engines. Similarly, ISPs with heavy inbound email traffic, but little email engagement, will also penalize the sender. We’re in a period where we’re shifting from large quantity bulk communications, to smaller, more targeted, sustained communication.
This kind of approach used to be a luxury. We used to think that creating a personalized experience was only for the big kids. I submit that it’s no longer a luxury. You HAVE to do it.