Understanding the New ROI of Marketing

Publicado en 7 junio, 2012

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Originalmente publicado en gabriel catalano:

forbes.com | http://goo.gl/tSdIV

Deutsch: Zusammenhang zwischen Preis-Leistungs...

No longer does ROI stand only for return on investment. Today, ROI also stands for return on impression, which encompasses two primary values — a hard metric and a soft metric. Together, those two values are far more powerful for measuring marketing performance than the single dollar value provided by return on investment metrics.

But the new ROI of marketing goes even further than investments and impressions. It also encompasses return on engagement, objectives, and opportunity. Today, people share information via the social web faster and more frequently than ever. Traditional ROI analysis is just the tip of the iceberg. The really interesting part of the story is what happens beneath the surface of the water. The hard metrics related to return on investment barely touch the surface.

Return on Impression = Eyeballs

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