Comments on: The best results are worth waiting for. http://elektrik.com/blog/social_marketing/the-best-results-are-worth-waiting-for/#utm_source=feed&utm_medium=feed&utm_campaign=feed Advertising Today focuses on combining the benefits of social media and online marketing with traditional advertising, collateral, promotion and event marketing. Fri, 22 Jan 2010 16:36:43 -0700 http://wordpress.org/?v=2.8.5 hourly 1 By: Larry Brauner http://elektrik.com/blog/social_marketing/the-best-results-are-worth-waiting-for/comment-page-1/#comment-182 Larry Brauner Thu, 29 Oct 2009 20:03:41 +0000 http://elektrik.com/blog/?p=307#comment-182 Hi Rena, Many companies spend enormous sums on image advertising. Periodically they measure awareness and attitude. They don't expect their ad campaigns to convert into immediate sales. They buy reach and frequency and collect non-sales data that will hopefully trend upward and affirm the effectiveness of their media buys. With social media they're buying something vaguer than reach and frequency, and they're buying something that's completely new and therefore unprecedented. No wonder they're skeptical and nervous. To make matters worse, they're being delivered data that's different from the stats they're used to reading. Perhaps, during an intermediate phase, they should conduct offline research and collect the same attitude, awareness and top-box data that they're accustomed to. Not that I'm advocating such data in general, but politically and psychologically it would seem to make sense. Very gradually, the metrics will be able to evolve over time. Hi Rena,

Many companies spend enormous sums on image advertising.

Periodically they measure awareness and attitude. They don’t expect their ad campaigns to convert into immediate sales.

They buy reach and frequency and collect non-sales data that will hopefully trend upward and affirm the effectiveness of their media buys.

With social media they’re buying something vaguer than reach and frequency, and they’re buying something that’s completely new and therefore unprecedented.

No wonder they’re skeptical and nervous.

To make matters worse, they’re being delivered data that’s different from the stats they’re used to reading.

Perhaps, during an intermediate phase, they should conduct offline research and collect the same attitude, awareness and top-box data that they’re accustomed to. Not that I’m advocating such data in general, but politically and psychologically it would seem to make sense.

Very gradually, the metrics will be able to evolve over time.

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