Why are retailers slow-moving on new media?

Retailers are still fixated on “old media” (broadcast, circulars, print and so on) along with measurable ways to gauge their efficiency. It’s much harder to judge the results from “new media” such as Facebook, Twitter, and so on. But there is no question that two generations of shoppers are migrating fast from traditional means of communicating with them. The evidence is plain, in terms of plunging newspaper circulation and network TV ratings. The excuses are retailers’ way of saying, “We need to figure this out but don’t know how.”


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