Ditching Engagement in Favor of Blunt-Force Awareness Is a Temptation Marketers Must Avoid

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Recently, my Twitter feed and email inbox were flooded with the headline, “Advertisers Need to Stop Chasing Engagement and Get Back to Focusing on Awareness.” Finally, clients and co-workers said with relief, we can get away from the dreaded “E” word and get back to the way things were.