What is a facebook fan worth? The question is intriguing. Marketers struggle with the valuation of social initiatives. While no one questions the value of someone advocating your brand, people question the impact of a social campaign.
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First off, banners are a means to an end. Most of the time they are drivers to a site experience. Banners should not be the center point of your campaign, they are more like the icing you would put on a cake. If the cake tastes like s%*# then there is little the icing can do. This is why we need to think about bypassing the banner. This is an interesting debate, because the models may hold us back. Subjectivity in creative, in ideas, and in different channels is difficult to measure. As we increase efforts in lesser known areas like digital, social, and mobile, the comfort level of many decision makers decrease. Many people think these channels make for nice tactics, but they wouldn’t bet their entire product launch on them. The prefer the television security blanket. |
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