Yesterday at an Advertising Research Federation conference in New York, Coca Cola – a company that measures just about everything it does – had this to say about the connection between online "buzz" and business results...
We didn't see any significant relationship between our buzz and our short-term sales.Count me as one of the least surprised people in the world.
Coca Cola has 99.9999999% awareness. I know where to find it. I know how much it costs. I know how refreshing it is. But somehow the expectation by the advocates of buzz is that I might see a post about Coke on a friend's Facebook page and Twitter feed and suddenly decide to go buy one?
I think not.
After this news and yesterday's post, I hope this signals a return to sanity in marketing where we'll focus more on using the tools for selling rather than just making noise.