MediaPost – Only Measuring Social Media? You’re Missing A Big Piece Of The Picture

May 5, 2016
by Brad Fay (Keller Fay Group), MediaPost

In marketing circles, social media and the tools available to measure social media are hot topics. As a result, CMOs are making significant investments into strategies designed to reach online audiences and determining the effectiveness of these strategies.

As one indicator of the importance, eMarketer estimated that global social media ad spending will reach $35.98 billion in 2017.

While it’s true that online conversations are growing, and are an important piece of brands overall marketing strategy, marketers might be surprised to learn that offline conversations, those happening face-to-face -- in real life -- actually have a greater influence on consumer purchasing decisions.

Original article here.