Soft marketing metrics don’t impress the CEO or CFO
In most business-to-business vertical marketing segments, marketing is viewed as an expense on the balance sheet. One reason for this is that the justification for marketing has relied on soft marketing metrics — awareness levels, brand recognition, website visitor traffic, target audience reach, etc. While these marketing metrics are important and part of the marketing equation, they lack accountability for revenue generation. This reinforces the perception with the CEO, CFO, and COO that marketing is a cost center, not a revenue center. Continue reading
It depends on your marketing objective.
Few companies achieve success when it comes to measuring marketing’s return on investment. This is due to multiple factors beginning with deciding what’s important and how to measure it. Continue reading
The ad revenue model is blurring the lines between social media and advertising
In the early days of social media it was hailed as the replacement for advertising. The interruption model of advertising was so twentieth century and the permission model of social media was the darling of the new millennium. Continue reading
ROI measurement fails to consider the shelf life of inbound marketing content
Simple ROI measurement for inbound marketing fail to consider the shelf life of content
Here we are in the age of “Big Data” where everything can be tracked and scrutinized. For aviation marketers is means one more hurtle to jump when trying to justify investment of marketing funds for inbound marketing programs.
Traditional RIO measurement seems very simple – take the gain of the investment, subtract the cost of the investment, and divide the total by the cost of the investment. Continue reading