A web marketing campaign is sure to fall flat if it doesn't emphasize on engagement. Ask yourself what’s the point of having a visually entertaining website with smooth navigation and attractive content, if it is not visited by anyone. The answer you’d get is none.

The reason web marketers are often not able to get a solid grip on their campaigns and squeeze the juice out is they take the term engagement in its narrowest sense. Rand Fishkin on his Whiteboard Friday explained the risk that such an ignorant approach carries. If marketers realize how important engagement is and use it for their benefit, the payoff for them will be colossal.