Brandwidth Blog

In a February of 2007 survey, Forrester Research reported that nearly 80% of marketers had any way whatsoever to determine return on investment from their lead marketing agencies. Is it any wonder that in that same survey only 21% of marketers would actually recommend their agency’s services to others? Now, for one reason or another, agencies always seem to find themselves in the crosshairs…and as we all know, sometimes it’s even justified! Like in the case of ROI.

One of the benefits of a targeted, web-centric strategy – whether it be traditional integrated marketing strategies driving to the web or an email marketing campaign driving to the web – is that you can measure response. Index that response against bottom line sales against expenditures for those efforts and voila – you’ve got a pretty good indication of your return on investment, something that is truly advantageous to the web as a medium and with us as your erstwhile agency.

The same holds true for Search Engine Optimization and Pay Per Click advertising strategies – whether it be sponsored listings or vertical directory advertising or what is becoming more traditional “banner” advertising. As we sit here, Search Optimization is the single fastest growing medium in the marketing industry. And that is specifically because it not only works, but can be documented to work.

As far as search optimization goes, we can actually give you a projection of your ROI up front – as long as you’re willing to share the income figures we need to be able to index against. As for offline campaigns, tying in custom 800#’s to all your campaigns – integrated as well as new media campaigns – is another strategy that should be included in the mix, but we’re going to hold that discussion for another installment.

The proof should be in the pudding and if not, buy new pudding. Bottom line, we can help you manage your bottom line – for marketing’s sake that is.

This entry was posted on Tuesday, September 18th, 2007 at 12:25 am and is filed under BW Bloggers, Adam Hayes. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.