The most important goal in the mass marketing was “Reach”.
On the other hand, in the era of social media and in digital
marketing, “Engagement” is said to be important.
However, the number of engagements is often small compared to reach.
Consequently, the number of engagement seems not a few management
think it’s not enough result of their business.

But recently mass media is less effective to draw consumer attention,
and fan and users act like media thanks to social media.
There are growing numbers of cases where engagements, which look like
a minority at a glance, bring about better business results than
reach, which constitutes an unidentified majority.
We’d like to have a debate on how to make our trial in changing values
so as to switch in thinking from our conventional emphasis on reach to
a new emphasis on engagement.