How To Measure 360° Marketing ROI – Part 2: Value of Commercial Effectiveness

In part 2 of my blog post ‘How To Measure 360° Marketing ROI’, I elaborate a bit more on the practice of calculating Total Marketing Income. In part 1, I indicated that marketing cannot and should not measure its success directly based on sales revenue. This is because marketing usually doesn’t sell directly. Sales does. In determining Total Marketing Income, marketing should focus on how successful it has been in maximising the company’s commercial profitability. And marketing has three value drivers at hand to accomplish this:

Are Marketing & PR Converging?

In a recent discussion on The Association of Strategic Marketing (a LinkedIn group), the following statement was made:

[...] The convergence of marketing and PR – what are the implications? The emergence and rapid evolution of digital media channels is driving a convergence of marketing and public relations. I call it a paradigm shift.

How To Measure 360° Marketing ROI – Part 1: Marketing Value Drivers

After many attempts to let activity-based measurement and performance-based measurement pass for marketing ROI, a growing number of marketers are agreeing with the notion that only a truly value-based ROI will convince the Board and stakeholders of marketing’s commercial value. In my coming blog posts, I will present a methodology to measure 360° Marketing ROI. Here’s the seemingly simple formula:

Social Media: Are We Falling Into The All-Or-Nothing Trap?

Given that ‘Social Media’ is one of the most popular topics of discussion online and offline, I realize I may not make myself very popular with this question. So let me start by stating, for the record, that I am very excited about the many new opportunities that social media bring to marketers. Without social media, my company would never have been able to reach such a vast, yet targeted, audience in such a quick, direct and cost effective manner. Social media have made it a lot easier for me to be reached for promising and exciting business and partnership opportunities. And I can go on and on and on about its benefits.

Nevertheless, I begin to wonder whether some of us aren’t over-exaggerating the significance of social media.