David Armano propose une perspective intéressante pour essayer d’appréhender le retour sur investissement qu’un client peut atteindre d’une communication dans les médias sociaux : il parle de return on insight (connaissance profonde en français).
Armano développe son point :
What about the “Return On Insight”?
I’ve thought about this as well being someone who lives and breaths much of the evolution we see on the Web—there is a real opportunity to become “digital anthropologists“—to gleam insights into the minds of consumers via leveraging social technologies. However, these insights will never be obtained and traditional ROI is allowed to take out the potential before we have a chance to learn something from it, and organizations may have to experience a cultural evolution before things can change.
Plutôt que de réfléchir en tant qu’earned media Armano sort d’une vision publicitaire du marketing affinitaire pour véritablement insister sur la notion de conversation consommateur-citoyen / marque.
Saturday, October 25th, 2008, 17:47 | 
Thought-o-graphy | 
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