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Conversational Capital: How to Create Stuff People Love to Talk About by Sid Lee, Eric Alper, Tony Babinski, Bertrand Cesvet

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Chapter 21. And Two More Questions

Does Conversational Capital Make Economic Sense?

Nothing displeases number crunchers more than unpredictability, except maybe waste. Conversational Capital is based on unquantifiable factors, such as creativity and insight. It is built on story rather than flow charts. How economically sound can it be?

We suggest that it makes much more economic sense to invest in Conversational Capital than in traditional marketing. The efficacy of traditional marketing—especially mass-media advertising—has always been notoriously difficult to track. One can measure awareness levels as an indicator of a campaign’s success, but it has always been trickier to establish causality between awareness and sales. Direct marketing and ...

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