From the course: Building an Integrated Online Marketing Plan

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Differentiating between acquisition and engagement

Differentiating between acquisition and engagement

From the course: Building an Integrated Online Marketing Plan

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Differentiating between acquisition and engagement

- [Tutor] Now as we are developing our content plan, before we start publishing anything, we need to evaluate where we are going to publish it and what we can expect as a result. You see, every channel is different. Most people are ready to rush and start posting content because we've developed somewhat of a plan at this point. People want to know where should I post, how much time I should spend there, and we need to slow down and consider what we are trying to achieve. The first thing to understand is that not all of these channels are equal. People use these channels in different ways to accomplish different things. This gets to the old adage of, "The Medium is the Message", that means how you receive information whether it's a means of communication, or a device, or even an electronic channel, it will determine how much you will engage and how much information you will receive. Just think about the difference of how you will receive something through email as deposed to seeing an…

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