Everyone wants ROI from their marketing and few marketing companies are
willing to put their money where their mouth is. It shouldn't be difficult
to track the source of an enquiry and hence determine which marketing
tactic generated the most, it does however take diligence and consistency.
I am often dissappointed when I sit in presentations from companies in our
industry, unwilling to commit to an end result. Granted, marketing and
public relations can not convert an enquiry to sales, but it shoud always
generate some enquiry in the first place, else it is just not worth doing.
Yes, there is some justification for brand exposure as a key result, but
again, there has to be some way to measure this. Measuring brand penetation
is not easy, and often takes more expenditure from the client to survey the
target market. However, the key to the effectiveness of any marketing
communications is understanding the target market, so in my book, money
spent on talking to them is well spent.