adtech tokyo 2010 takahiro part
TRANSCRIPT
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in ad-‐tech tokyo 2010 panel discussion:“Social Media Tracking Measuring Effec>veness of Your Social Media Campaign”
Nori Takahiro | SUKEDACHI
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Before talking about the Social Media measurement.
Necessary to recognize that “AIDMA” is not popular outside Japan.
※ This is a note for Japanese aRendees:
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Back to the “DAGMAR” model by Russel Colley,1961. Defining Adver>sing Goals for Measured Adver>sing Results
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Target Audience 0
Target Audience 1
Target Audience 2
Target Audience 3 Customer
According to DAGMAR model, a sale must carry a poten>al customer through four stages:
Awareness Comprehension Convic>on Ac>on
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We see more complicated purchase process now. It’s not simple and linear like as legacy adver>sing models show.
Awareness Comprehension Comparison Examina>on
Trial
Ac>on
Sa>sfac>on Share
Repeat
Rela>onship
Cross Sell Up Sell
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Then, which purchase stages are influenced by Social Media?
Awareness Comprehension Comparison Examina>on
Trial
Ac>on
Sa>sfac>on Share
Repeat
Rela>onship
Cross Sell Up Sell
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Before talking about “measurement” of Social Media, necessary to speculate and understand purchase process of the category which you are handling. Then you’ll find measurement between ”stages.”