It was a simple enough tweet. It was one of those idle questions that didn’t even deserve the average 2.8 hour half-life of a tweet.
“What do you call the social media equivalent of a view-through?” I opined. “Anybody?”
While I was not flooded with responses, what I received kept me thinking well past that 2.8 hour mark. Why? Because I am infatuated with the names of things. I want things to be named as clearly as possible to communicate their meaning as readily as possible and I got stuck on this one.
A “view-through” is not a simple concept to start with. It’s the recorded visit to your web property after having previously seen an ad but not necessarily having clicked on it. That’s a lot to unpack but basically it’s the proof that your ads have an impact via branding, which led to awareness that generated interest that resulted in a visit to the website that Jack built.
So I thought it would be valuable to identify that concept in the sociosphere. I saw a tweet or read a review or witnessed a status update that piqued my interest…later.
So what to call it? Suggestions included:
Delayed/postponed chat session
Hypothetical ad impression
A view-through is recorded by capturing the exposure to an ad via a (usually) third-party cookie. A social view-through (“peer group pressure”?) is not so easy to detect.
To those who said, “Hey, a view-through is a view-through. Why make it more complicated than necessary?” I say, “Because it’s very different and important to separate out the paid-throughs from the earned-throughs.”
Wait…did I just say “earned-throughs”? [Shudder] [Sigh]
Falling back to my outreach project, I think my favorite offer was “nibble.” The closest to the truth? “specious attribution model.”
Many thanks to:
“You cannot succeed in analytics and marketing unless they are central to business operations and are helping business answer the questions that will drive dollars to the top or bottom line,” says Kerem Tomak, Sears Chief Digital Marketing & Analytics Officer.
The use of psychology in marketing and sales is not new, but it may be more useful than ever in an attention economy where time is precious and focus is rare. How can you tap into a demanding consumer to check whether there is an actual interest in your product?
According to a survey conducted as part of OnBrand Magazine's State of Branding Report 2017, marketers are well aware of the new technologies that are expected to be important to their brands in coming years, but the majority aren't rushing to invest in them before they're fully-baked.
Two weeks ago, Foursquare announced what could be the most important component of its data business: the Pilgrim SDK. So what does it do, and what does it mean for location-based marketing?