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