Social media is not just about earned media, it profoundly affects paid and owned media as well, changing how marketers spend their ad budgets, away from demographics and toward interests, behaviors, and self-directed seeking.
Media is no longer a force exerted against a passive audience. In a digital age, brand communication lives in an action environment and its purpose should be to amplify and shape consumer activities along the digital path to purchase.
In the end, the role of research is to inform. The role of a marketer is to develop ideas. That’s why business should be “data-informed, idea-led.”
In the world of digital, I believe that ultimately the future of measurement will center on ways of harvesting digital trails that are available as an exhaust of the process. Here is a great new search engine that is freely available from a company called MOAT. It scrapes all digital display advertising and associates it with the brand advertised, and where the ad was last seen.
We are measuring the wrong thing when it comes to digital display advertising. We are still focused on a DR model of digital advertising when the total effect of digital advertising is about 10 times greater than can be accounted for by the click!