A Coca-Cola Co. study finds online buzz has no measurable impact on short-term sales, but online display ads work about as well as TV, said a company executive in a presentation at the Advertising Research Foundation's Re:think 2013 conference in New York today. ... When Coca-Cola put buzz sentiment data into the same analytical framework it uses to evaluate other digital media, Mr. Schmidt said, "We didn't see any statistically significant relationship between our buzz and our short-term sales." That was at a 95 percent confidence level
More Suggested Content:
E-commerce Link : Social Hindrances to Progress
From Target Marketing
If you're launching marketing messages onto social media, please stop. Telling your unique, compelling story and humanizing yourself online? Stop that, too. Listening with social media all in hopes of selling B-to-B products or services? Beware.