The document discusses the concept of brand engagement online and argues that engagement marketing is more effective than traditional interruptive advertising. It defines engagement as involving consumers through relevant content, connectivity across platforms, community building, and commerce opportunities. Measuring engagement is challenging due to diverse goals and the difficulty in quantifying emotional connections. However, studies show the internet has a greater impact on brand engagement than any other medium, contributing on average 40% of advertising effect. To succeed with engagement marketing, brands need to provide unique content, multiple touchpoints, opportunities for dialogue, and transactions to engage consumers.