Time 18:34 Marketers can no longer hide in an ivory tower from the conversations that are taking place among consumers, investors, customers and all of the publics in which companies operate, according to author Joseph Jaffe, our guest on this episode of the Marketing Edge. Jaffe is in Minnesota to speak at the Minnesota Interactive Marketing Association meeting at the Fine Line tonight, Monday, April 14. This is part of the Conversations About the Future of Advertising series hosted by Tim Brunelle. (Tim set up a Twitter profile for Q&A for tonight’s event. Connect with CATFOA and send in your questions.) We get into the issue of marketers creating a metrics hell. During Web 1.0 days, advertisers and marketers relied on the unprecedented metrics of click-thoughs, page views, time spent on site, and unique visitors. This gave them comfort and reduced the risk with senior management. Building a relationship is much less predictable and measurable. Why? Because it’s a relationship; it’s an investment in the individual, not a neatly packaged recipe for making cookies. Do you believe that the lack of predictable metrics and results are holding back marketers from adopting social media? We touch on the advantages of American Airlines launching its blog, AAconversation. We have a little fun with author Geoff Livingston for using Jaffe’s Twitter icon, but a tip of the hat to Livingston for donating to charity using Jaffe’s name, in a way. This started at Blogger Social last week. Jaffe wrote “Join the Conversation” and “Life After the 30-second Spot”. His popular blog and podcast are Jaffe Juice and Across the Sound. Joseph Jaffe and I will be among the speakers at the NewComm Forum, sponsored by the Society for New Communications Research, April 22-25 in Sonoma, CA. Marketing Edge listeners: E-mail me for your discount code before registering. Less