Connected Marketing has a survey up where they want your input on which predictions covered in the book 2005 have come true. One of the predictions, number two reads: Prediction 2. ROI metrics will be mandatory for viral, buzz and word of mouth campaigns. This one is true already isn't it? Now that AJAX makes items on a page not appear when the page is loaded "hits" show their true colors as rubbish data and ROI is really the only thing to trust. We always knew this though, didn't we? 100.000 flat broke albanians laughing at your viral doesn't increase sales people!
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That's true about the Albanians. People confuse big eyeball numbers with big sales in all forms of advertising. Just because they saw it doesn't mean they'll buy it.
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