[Translation from Japanese to English ] The indicator conventionally regarded as the most important in mass marketing...

Original text

従来マスマーケティングにおいてもっとも重要視されていた指標は「リーチ」でした。
一方でソーシャルメディア時代やデジタルマーケティングにおいては「エンゲージメント」が重要であると言われます。
ただ、一方でエンゲージメントの発生数はリーチに比べると桁が少なくなってしまうことが多く、マスマーケティングの視点でエンゲージメントの指標を見るとビジネス成果として物足りなく受け取ってしまう経営者は少なくないようです。

Translation / English

The indicator conventionally regarded as the most important in mass marketing has been "reach."
On the other hand, in the era of social media and in digital marketing, "engagement" is said to be important.
However, on the other hand, the frequency of engagements often declines to a small scale as compared with reach. Consequently, a look at the indicator of engagement in terms of mass marketing seems to cause not a few managers to find it unsatisfactory as a source of business effect.

Translation / English

The most important goal in the conventional mass marketing was "Reach".
On the other hand, digital marketing in social media era says "Engagement" is important.
However on the other hand, number of engagements is often less by one digit compared to reach, and seen from mass marketing point of view, it looks like many owners perceive the engagement goal less fruitful as business.

Translation / English

Until now, the most valuable indicated for mass marketing was"reach". On the other hand, period of social media and digital marketing, "engagement" is concidered as the most important.
However, the number of engagement is likely less than number of reach. From the view of mass marketing and see the indicator of engagement, seems not a few owners think it's not enough result of their business.

Original text

ただ、現在のようにマスメディアでリーチしてもなかなか消費者の心が動きにくくなっている時代、ファンやユーザーがソーシャルメディアの普及によってメディア化し周りを巻き込むことができるようになった時代においては、不特定多数のリーチよりも、一見少数に見えるエンゲージメントを重視する方がビジネス成果につながっているというケースも増えてきています。
リーチ重視とエンゲージメント重視というある意味真逆に見える価値観の転換をしていく上で、どのように挑戦していくべきなのか議論したいと思います。

Translation / English

However, in such an era as today, when reaching consumers with mass media cannot easily motivate them and when fans and users have turned into some kind of medium capable of involving others due to the spread of 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, which in a sense looks like quite the opposite of the former.

Translation / English

However in current era where reaching by mass media barely draws consumer attention, when fan and users act like media thanks to prevailed social media to involve people around them, rather than reaching to unspecified others, putting emphasis on engagement with what it looks like small number leads to successful business, and these cases are increasing.
Emphasis on reach and emphasis on engagement, In the process of converting values which are total opposite in a way, I'd like to discuss how we should challenge.

Translation / English

However now is not the era that 's easy to make consumers to move ahead even though mass media currently get reaches,
but it's the era that many fans and users become like media over spreading social media and they could get involved around people, which is better for business successes not Unspecified number of reaches but focusing on the engagements looked minority at a glance.
We want to proceed the argument how to try over the reserve the opposite worth, the reaches importance and the engagement importance.