Throwing a grenade into a crowd of online researchers, Joel Rubinson -- CEO of marketing and consulting firm Rubinson Partners – says they need to completely rethink brand tracking. Yep, we “need to reinvent brand tracking,” according to Rubinson. In particular, surveys are “insufficient,” he says. If marketers are tracking a brand with surveys alone, they are not positioned to succeed in social media and, more broadly, in digital, Rubinson insists.
Rubinson also believes that social media is transforming paid and owned media. Beyond direct traffic, the largest source of traffic to client sites or Facebook fan pages is usually search, he says. (According to Google adwords, there are 4 million monthly US searches for Starbucks and 16 million searches for “coffee” -- driving a portion of 2 million to 3 million visits per month to Starbucks.com)
Also worth considering, Rubinson predicts that by 2015 -- that's less than 3 years!-- more consumers will access the Web via smartphone (or tablet) than they will using desktop computers.