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An old tale in the advertising business is how ad agencies used to put ad campaign billboards on the commute route of the company’s CEO. This is so the CEO would see proof of his ad dollars being put to work.  Whether it worked to gain sales, who knows?  The fact is, many of those executives approving dollars spent aren’t engaged in social media, so they can’t see the “proof” their investment is working.
Of course it’s working! Executives need to be educated on why digital criteria like “impressions, likes, time spent viewing, engagement” can be measured and do indeed convert to sales.  And the sales, and likewise, ROI (return on investment) can be measured!  Digital/social media advertising can be adjusted as needed, within hours.  Compare this to a billboard or a print ad that is not effective.  This is the precision of digital/social media marketing.
Behavior-targeted digital advertising can be measured and does work.  One approach is to use the digital modes, and overlay traditional media. Digital marketing delivers on the promise of every dollar spent reaching just the people willing to buy, and every dollar held accountable for being ROI positive.

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