Return on Investment

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.