— blending the mix

[ROI, SOCIAL MEDIA] Marketers Are Getting Worse at Directing Their Budgets Wisely | News – Advertising Age

One big reason is that advertisers haven’t changed from their advertising-centric model yet, even though they’ve had a decade to prepare,” Mr. Briggs said.

Really interesting piece here about Rex Briggs who has spent years analysing the marketing budgets of many large businesses into the billions of dollars.

His metric, SIRF (Spent to Impact Response Functions) attempts to plot the sales lift that has been generated by the blend of search and social – and indicate at what point, in what channel additional investment just isn’t worth it.

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