According to the results of a new study by Nielsen that observed marketing of products in Asia-Pacific, the Middle East and Africa, online “buzz” or advocacy is becoming a key factor in sales performance. The study found that Internet media generated a return of $1.29, almost twice that of TV. “Some above-the-line investments can actually hurt profitability and brand value. Internet-based marketing and that which generates buzz among consumers can often be more valuable than traditional marketing models,” stated the report.
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