So yes, other (traditional) media may be
Posted: Thu May 29, 2025 3:26 am
Fact checking
The buzzword of the 2012 (American) elections was probably ‘fact checking‘. And that word now also applies to traditional forms of sender-oriented (push) marketing communication. We have reached the point where sender-oriented marketing communication and user-oriented social communication directly touch each other. Consumers who are exposed to traditional marketing communication via TV, billboards, radio or print can immediately do fact checking and verify whether the advertised message is supported by consumers who already have experience with the product.
My hypothesis is therefore that when an advertiser is present in a good, positive way in social list to data media, this makes a positive contribution to the effect of the other marketing communication. If the advertiser is not, or poorly, present on social media, then this will actually reduce the effect of the other marketing communication. The only question is how big that effect is and what value that effect represents.
A more efficient in generating mass reach, but the effect of that reach can be influenced by social media. And that is the indirect, long-term ROI of social media and the reason why an advertiser should have a long breath and not be too quick to judge social media on short-term and/or direct ROI.
The buzzword of the 2012 (American) elections was probably ‘fact checking‘. And that word now also applies to traditional forms of sender-oriented (push) marketing communication. We have reached the point where sender-oriented marketing communication and user-oriented social communication directly touch each other. Consumers who are exposed to traditional marketing communication via TV, billboards, radio or print can immediately do fact checking and verify whether the advertised message is supported by consumers who already have experience with the product.
My hypothesis is therefore that when an advertiser is present in a good, positive way in social list to data media, this makes a positive contribution to the effect of the other marketing communication. If the advertiser is not, or poorly, present on social media, then this will actually reduce the effect of the other marketing communication. The only question is how big that effect is and what value that effect represents.
A more efficient in generating mass reach, but the effect of that reach can be influenced by social media. And that is the indirect, long-term ROI of social media and the reason why an advertiser should have a long breath and not be too quick to judge social media on short-term and/or direct ROI.