Engagement marketing gets destroyed by growth KPIs

The Shrine of Big Numbers mostly destroys effective marketing.

Let's talk a little bit about engagement marketing. I don't really mean "social engagement," because to most people, that means counting likes. At a personal level, that might have some therapist-ready context ("How did my photo of Paris get less likes than her photo of Paris? Bitch..."), but for a marketing team, counting likes is useless. Unfortunatel…