Report indicates brands’ online and offline conversations should be measured holistically
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Jennifer Cannon on August 30, 2019 at 9:00 am
MarTech Minute briefs always appear first in our daily newsletter throughout the week. Click here to subscribe. The following is our compilation of the past week’s briefs from those newsletters.
Report indicates brands’ online and offline conversations should be measured holistically. The report, produced by Engagement Labs, analyzed week-to-week trends for online and offline conversation trends for 500 brands across multiple industries. When it comes to key metrics that drive business outcomes, including conversation volume, sentiment, brand sharing and influence, researchers found that online furor doesn’t necessarily correlate with real-world conversations. “At a time when social media channels are spreading controversial opinions and outrage, it’s vital for marketers to realize that they do not always reflect consumer sentiment in the real world,” said Ed Keller, CEO of Engagement Labs. “Overreacting to the latest social media blow-up poses major risks for brands. It is vital to have a holistic measurement system that incorporates both online and offline conversations,” added Keller.
Read the full Martech Today article, here.
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