sundaridevi - 2:59 pm on May 5, 2011 (gmt 0)
So if traditional media is launching national ad spends aimed at target demographics without being able to measure the direct correlation between a spend and sales, then yes Facebook is better for traditional marketers. That however is the exact opposite of more accurate. It just means they have always been used to ad buys without accountability.
A lot of assumptions here. I didn't talk about how one might measure ROI more accurately. Nor do I believe that every big advertiser is only looking for awareness. But for the rest of what you said, I think what you are describing is the thing that people here who are used to PPC advertising find frustrating; it's more difficult to correlate ad spend with sales. If that is the case, and you don't want any "fuzzy" ad spend, then you have exactly one marketing channel; Direct Marketing. That's fine, but you might as well know it for what it is. And maybe we can say that direct marketers may find Facebook marketing more challenging than what they are used to.