Partnering with Media that has an Impact on Buying

There is a lot of hype around social media and virtual networking sites, and marketers are diving in and keeping an eye on the emergence of these spaces, yet an interesting study from eMarketer illustrates that advertising in such media channels might be a waste of time if you are looking to influence Internet users to buy:

And the most influential media is

TV leads the way along with Magazines and Newspapers. With the 'print' side of it struggling, perhaps their is a better opportunity to partner efforts with leading publishers as opposed to paying for advertising. Leveraging a special offer for their customers and cross promoting their offering in return, could prove to be a valuable model given that advertising spend is harder to come by in this down-turn economy. Whatever the case, we need to get more creative and we need to leave the experimentation aside and focus our efforts on what produces results.