Offline Conversations Still Carry Weight in the Digital Age

Despite the “social wave rolling across the U.S. and the world,” offline conversations, especially those happening face-to-face, still dominate. So says Ed Keller, CEO of word-of-mouth research firm and consultancy Keller Fay Group and co-author of The Face-to-Face Book. Keller spoke about this pattern during the ARF/Advertising Research Foundation’s Audience Measurement 7.0 conference on Tuesday in New York. He also emphasized that contrary to conventional wisdom, offline and online conversations are not really mirrors of each other.

Offline consumer behavior is harder to measure than online, so that’s where diary research comes in.

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