- The rise of engagement marketing: Takeaways from #MKTGNATION
- Reflecting on 2012 and looking forward to the year ahead
- Facebook’s inability to stay focused and be original
- Achieving exponential user growth: Marketing in the new age
- Twitter’s walls are going up! And soon.
- Technology Trends and Disruptions in 2012
- The Social Enterprise is here in full force! Profiling 3 Toronto startups in the space
- Reminder on why Business Blogging is essential
Tag Archives: Marketing ROI
Often businesses get overwhelmed by the hype around social media and jump right into it to avoid getting left behind. This tends to lead to a circumstance where a company expects to start seeing traction, but end up only burning rubber – simply because they haven’t thought things through properly.
They then tend look for issues with their quality of content or frequency of posting (which do contribute to take up in some capacity) without really looking at the big picture of why progress hasn’t been made.
Marketing ROI can be one of those arbitrary phrases that sometimes has no real meaning. It is kind of like trying to put a finger on what corporate culture means. How does one define it? Measure it?
Does the term only exist so that us marketers could prove our existence… our worth to the rest of the organization? Or does it even matter what the organization feels about marketing; since every other organization in the world seems to have some sort of marketing department? And so, often I would find marketing would mean creating flyers. Or worse, doing support tasks for sales teams.
Due to scenarios such as these, Marketing ROI quickly became the de facto standard for proving the value and worth of certain marketing activities. It became a quantifiable way to prove that what we did as marketers – mattered.
The problem however was that no one really knew what exact numbers and metrics to look at! What’s lacking, even to this day, is a good understanding of what metrics work for a business and what don’t.
Having been in B2B marketing for many years, I have come to understand that some activities can be tangibly measured and some cannot. I also believe that some things do not need to be measured at all.