Not that I consider ROI as something superfluous, what I’m after is actually a question concerning your kind of business. At the end, we all have to sell something – but is marketing really everything? What are the other relevant business fields?
In the ROI discussion I started in the Community 2.0 Group on LinkedIn, the main focus turned quite fast to marketing, campaigns and campaign goals. And the assumption is: If you achieved your goals, the ROI of the campaign must be positive (or you have a problem with setting your goals…).
I actually wanted to go for more: What is the ongoing permanent benefit of the fact that you are using online media and/or social media? How does this relate to your general business strategy, to your business environment and to the other media (eg marketing campaigns) you are running in order to achieve your goals? So on the one hand, I’m thinking rather about the general use of media abou media as an infrastructure – or, if you want to turn it more into a content view, I’m talking rather about online pr than online marketing. Where is the difference? I want to go from shortterm metrics to values that show support for a holistic business strategy.
I want to talk about change, but I want to describe it in terms of money. And I want to measure success in terms that do not depend from specific campaigns, products or tactical targets – I want to show that you can’t do business without a proper use of network media. Therefor I integrate big values like the changes or savings in work time through well designed applications, work efficieny through better search or employee engagement through participation.
Another twist for your mind: Try to look at media not only as something to measure,but also as something that does measure. Media and their usage are an indicator that helps you understand what’s going on, what people think about you, what they are about to do and what they actually want to do.
Tags: Business, Digital Media, Internet marketing, KPI, LinkedIn, Marketing, pr, public relations, ROI, Social media
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on Friday, January 16th, 2009 at 1:58 am and is filed under media basics.
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[...] for short term selling. This will also open new perspectives in the ongoing ROI discussions and shift the focus from marketing to public relations; one day, it will be selfevident that social media have to be [...]