I have seen tons of research that are slap yourself upside the head simple to understand that people are online. However, the data to prove that the media mix balance is off-kilter is a little tougher to come by. The issue is that executives need to see the numbers to make the decision. WHY is digital better.
Mary Meeker, famed Internet analyst, outlined 10 questions for Internet Executives.
It's well worth the read, but one questions is particularly relevant when locating data to understand the opportunity that digital presents but isn't yet filling.
Dollars are not yet following eyeballs. Plain and simple. That is missed opportunity.
Until you can figure out a way to tell that story and show empirical data TV dollars in Rx/Dx firms will continue to trump digital.
Here is reference to WARC (World Advertising and Research Forum) a research and media firm that provides ideas and evidence (their words) to tell the digital media story.
If you can combine these elements and get the time to make the case, the facts can not be denied.
Image via: keetsa.com
| www.jlefevere.com | www.thedigitalstrategist.com | If you liked this post consider adding a comment or subscribing to the feed for frequent updates.