Sometimes it perplexes me that we spend so much time questioning the return on investment on Internet marketing spending, but we spend almost no time asking about the ROI of the "tried and true" methods, such as television advertising. So, it was refreshing when I was approached the other day with that question, but the answer, as you might expect, is not so simple.
The first question you need to ask is if you can calculate the ROI of any marketing spend. Many companies can't, especially if they sell offline. While some companies have fancy CRM systems that track leads, many don't. Even among those that do, there is the messy question of knowing where the lead comes from, which techies call attribution.
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