Oxford professor challenges Ritson’s ‘tsunami of bullshit’ claim but concedes social marketing has ‘vanity metrics’ – Mumbrella

I’d be lying if I said I didn’t take a little bit of pleasure from this. I’m firmly in Ritson’s camp, and took Stephen’s marketing class where you could say I was sometimes vocal about the digital-first (you could argue ‘digital-only’) perspective we were being taught.

The Ad Contrarian, Mark Ritson, Byron Sharp, Martin Wiegel and many other have all written congently on the topic of the failures of digital’s hype, but it’s fun when they call them out directly.

A marketing professor from Oxford University has challenged some of the views of controversial academic and fellow professor Mark Ritson on digital and social media marketing, but admitted advertisers should approach the channels and their “vanity metrics” with “healthy scepticism”.

Andrew Stephen, the Australian-born head of marketing faculty at Oxford University’s Saïd Business School, said measurement metrics of social channels are “not right”, and urged the industry to reach agreement on viewership standards.

But, he argued social channels have the clear potential to offer more accurate information than traditional media and insisted they are major avenues for reaching consumers.

Source: Oxford professor challenges Ritson’s ‘tsunami of bullshit’ claim but concedes social marketing has ‘vanity metrics’ – Mumbrella

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