Coca-Cola Sees No Sales Impact From Online Buzz; Says Digital Display As Effective As TV | CMO Strategy – Advertising Age

See on Scoop.itTrends: Mobile, New Media, Market Research and Collaboration

coca-cola finds online buzz has no measurable short-term sales impact, but digital display ads work about as well as tv.

Deanna Lawrence‘s insight:

I am really worried about how this article with trend with traditional thinkers.  I think this is a plea for better measurement!  We need to consider the advantages of emotional connections and what the long term impact for the brand will be.  I wish Coca-Cola was responding, co-creating and celebrating original content a bit more.  

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