Andrew Frank

What if big marketers, instructed to cut their media budgets, started to seriously explore the idea that they might be able to get TV-scale reach for free by taking social media and word-of-mouth marketing more seriously? Social marketing advocates have been talking about this for years, and are talking still, from both sides of the [...]

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ComScore recently released an interesting White Paper titled How Online Advertising Works: Whither The Click which presents ample evidence that using clicks to measure the effectiveness of online display advertising is a bad idea. In particular, the paper cites Starcom research that suggests no correlation between display ad clicks and brand metrics. Good thing, too, [...]

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