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Return on Investment
內容大綱
Corporate strategy is vital for all organizations; however, the vast majority of employees are unaware of or do not understand their company strategy. Business leaders, on the other hand, are increasingly recognizing the need to bridge the gap between marketing and their corporate strategy in order to succeed. Rather than providing a map for creating a strategy, this text offers easily implemented tools to connect all aspects of an organization's marketing program to its business strategy, which will then help communicate the company's strategy both internally and externally. Guidance is given on how to make sense of all the reams of data available in this day and age. Written particularly for marketers, this book provides practical help in addressing everyday challenges as well as a comprehensive overview connecting high-level business strategy with individual tactics, such as social media, news articles, and ads. Chapter 10 explores the elusive goal of calculating return on investment (ROI) for marketing expenditures. Calculating ROI can be difficult because of technology barriers, sales-marketing alignment, and intangibles; simply looking at sales or leads doesn't offer the whole story. Nevertheless, ROI is essential for marketing. It tells marketers what's working and what's not, which ultimately can lead to marketing not being seen as an expense but an essential part of a company's success. For companies that don't always have reliable sales data, alternatives to calculating ROI are given. Reporting ROI to management needs to focus on the overall program rather than individual tactics. The ROI report should clearly outline how the business strategy connects to the marketing tactics; it should describe the business strategy and objectives, audience, marketing initiative, how the audience was reached, and how to know if a campaign was successful. Long-term brand building should also be factored in.