Jan 8 Posted 5 years ago
Brilliant post but as @amarareps has rightly pointed out, most marketers and agencies are simply dodging that question because it doesn't show positive light or is hard to gather the information.
But the article as I understand sheds light on soft metrices which are an indication of the true ROI. Measuring simple reach does not translate to the desired outcome - increased profitability/ sales. The influence is a stronger indication of the propensity to purchase. This still needs to be proven by figures from reports. But given that the brands can cooperate by providing ample information and if the agency & current technologies facilitate tracking of zero moment of truth scenarios we would be in a better position to identify qualified leads. Final sales would still be a difficult element to track and can only be provided by point of sales.
I would love to hear more thoughts on this and help anyone who wants to plug this gap.
Shameer | Twitter: @shameerthaha
Dec 18 Posted 5 years ago
So, I guess my question is...what is the value of Return on Influence? I think we need to take this assessment a step further. CMOs want to know what all of this means. Measuring how many new Facebook fans the page has after spending $1,000 is kind of irrelevant. The real question is how many leads do I generate a month from new fans? How many sales do I make? Those are the real ROI questions imho. Otherwise, it has been in my experience that CMOs think that you are dodging the question and they don't seem to understand this stuff when our focus is growing a fan base and not growing the business... or not explaining how growing the fan base is/will grow the business.
How does influence impact ROI, and don't tell me or any CEO for that matter that Influence is the new ROI, because to me its too much of a clouded statement.
Care to shed some light on this subject? Maybe I'm understanding this post wrong...
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