Digital and Social Media in the Purchase-Decision Process: A Special Report from the Advertising Research Foundation

Todd Powers

Advertising Research Foundation

Dorothy Advincula


Manila S. Austin


Stacy Graiko

Firefly Millward Brown

Jasper Snyder


Management slant

  • Marketers need to meet consumers where they are and when they are likely to be there.
  • They must be accessible and discoverable 24/7 and as responsive as consumers themselves are in social environments.
  • Digital and social spaces put marketers under pressure to continually improve service and product and to make customer relationships a priority.