Lost in translation

According to a study by the Microsoft Advertising Institute, 94% of touch points in today’s “last click model” are thrown away and not given any credit for a sale. Several of these touchpoints include interaction in social networks and social media channels. This is perhaps one of the main reasons why Social Media hasn't recieved its due credit among ROI hungry business tycoons. Well the ROI is indeed there, it just gets lost in translation!!


Lost in translation is the marketing concept dating from 1898 known as the “purchase funnel”, in which consumers follow a path of Awareness, Interest, Desire, and Action (AIDA). Certain channels, like out-of-home and television, build awareness and interest while others—such as direct mail or point-of-sale—excel at turning prospects into customers. The same concepts exist online with broad reach portals and ad networks building awareness, online video and rich media excelling at branding, and search serving as the greatest deal-closing invention since the Yellow Pages.

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