One of the great paradigms of the New Normal tech bubble that supposedly differentiated it from dot com bubble 1.0 was that this time it was different, at least when it came to advertising revenues. The mantra went that unlike traditional web-based banner advertising which has been in secular decline over the past decade, social media ad spending — which the bulk of new tech company stalwarts swear is the source of virtually unlimited upside growth — was far more engaging, and generated far greater returns and better results for those spending billions in ad bucks on the new social-networked generation. Sadly, this time was not different after all, and this paradigm has also turned out to be one big pipe dream. According to the WSJ, citing Gallup, 62% of the more than 18,000 U.S. consumers it polled said social media had no influence on their buying decisions. Another 30% said it had some influence. U.S. companies spent $5.1 billion on social-media advertising in 2013, but Gallup says consumers are highly adept at tuning out brand-related Facebook and Twitter content.
Posted on: Tue, 24 Jun 2014 21:55:13 +0000
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