Fay, Keller and Larkin

MANAGEMENT SLANT

  • Conversation and social sharing are universal forms of brand engagement that not only indicate a successful advertisement, but also extend the reach of advertisement messages through social networks.
  • Extending earlier findings on social sharing’s impact on advertising, the researchers’ analytics estimated that, on average, 25 percent of advertising’s impact involves the stimulation of conversations.
  • Conversation uplift is an important supplement to more traditional forms of advertising effectiveness. It represents an immediate behavioral response that works for both short and long purchase-cycle categories.
  • Marketers should think holistically about conversations, whether they occur online or offline.