Plus ça change

As the irresistible machine of competitive pressures trundles on, it is no surprise that retailers are scrambling to shore up the weaknesses that they perceive in their rearguard action against the rise of the e-tailer, no matter how suspect the financial metrics of the new measures, be they same-day delivery, the ever-advancing Christmas sale season or technology-augmented shopping.

It is also no surprise that as the mobile platform is increasing eating into the media consumption mix, both marketers and media platforms are grappling with its baffling economics, even as they well be on the way to cooking their own golden goose.

Social media is for brands

To some surprise and consternation, social media is not showing up as a significant driver of sale conversions.

Twitter, in fact, has apparently clocked in a particularly dismal 0.00% conversion rate. Nonetheless, in survey after survey, consumers indicate social media as influencing their purchasing decisions. In order to understand the discrepancy we need to recall another medium that is commonly used for advertising that is highly effective in influencing decisions but not at all in driving sales: outdoor. In fact, the more mature social media marketing is growing the more it resembles outdoor advertising in its impact.