Adtech tokyo 2010 takahiro part
The document discusses models for measuring the effectiveness of advertising and social media campaigns. It notes that the traditional AIDMA model of awareness, interest, desire, memory, and action is not well-known outside of Japan. The document instead references Russell Colley's 1961 DAGMAR model of defining goals for measured advertising results. This model involves moving potential customers through stages of awareness, comprehension, conviction, and action. However, the document argues that the purchase process is now more complicated and not linear. It outlines expanded stages of awareness, comprehension, comparison, examination, trial, action, satisfaction, sharing, repeat purchases, relationships, and up-selling. The document suggests social media can influence many of these stages and that measuring social media
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Adtech tokyo 2010 takahiro part
- 1. in ad-‐tech tokyo 2010 panel discussion:“Social Media Tracking Measuring Effec>veness of Your Social Media Campaign” Nori Takahiro | SUKEDACHI
- 2. Before talking about the Social Media measurement. Necessary to recognize that “AIDMA” is not popular outside Japan. ※ This is a note for Japanese aRendees:
- 4. Back to the “DAGMAR” model by Russel Colley,1961. Defining Adver>sing Goals for Measured Adver>sing Results
- 5. Target Audience 0 Target Audience 1 Target Audience 2 Target Audience 3 Customer According to DAGMAR model, a sale must carry a poten>al customer through four stages: Awareness Comprehension Convic>on Ac>on
- 6. We see more complicated purchase process now. It’s not simple and linear like as legacy adver>sing models show. Awareness Comprehension Comparison Examina>on Trial Ac>on Sa>sfac>on Share Repeat Rela>onship Cross Sell Up Sell
- 7. Then, which purchase stages are influenced by Social Media? Awareness Comprehension Comparison Examina>on Trial Ac>on Sa>sfac>on Share Repeat Rela>onship Cross Sell Up Sell
- 8. Before talking about “measurement” of Social Media, necessary to speculate and understand purchase process of the category which you are handling. Then you’ll find measurement between ”stages.”