While that redefinition may not seem all that earth-shaking, the MMA said the significance of it "likes in two parts of its taxonomy:"
1. The "set of practices" includes "activities, institutions, processes, industry players, standards, advertising and media, direct response, promotions, relationship management, CRM, customer services, loyalty, social marketing, and all the many faces and facets of marketing."
And 2. To "engage" means to "start relationships, acquire, generate activity, stimulate social interaction with organization and community members, (and) be present at time of consumers expressed need." Furthermore, engagement can be initiated by the consumer ("Pull" in form of a click or response) or by the marketer ("Push").