ROO vs ROI – Digital Marketing’s New Success Metric

Marketing is like the long holes on a golf course, digital marketing is no different. You can’t expect to get good quantifiable results in a short amount of time. Some people especially people who are not formally educated in marketing have this notion that you they can spend a little money and they should be able to see immediate results. On a par 5 hole it takes a couple whacks and some patience before you get to the green and the hole is in sight.

To measure the success of a marketing campaign

or strategy the common form of measurement Australia Physiotherapist Email Lists has been through the calculation of return on investment (ROI). However; the age in which we currently live, ROI may not be the best form of measurement. Return on investment always correlates directly to a monetary value. You calculate ROI by taking the net profit and dividing by the cost of the effort. This equation gives you ROI. However; now it’s taking much longer for consumers to travel through a sales funnel. ROI also falls short if you are in an industry that requires follow up; like investment advisors.

Return on objective (ROO) may be a better

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measurement especially for digital marketing. The return on objective is a far better scale on which to weigh your marketing efforts. In order to calculate this you must start by clearly defining your objective. The common objectives an investment advisor may have might be building brand awareness, establishing expertise, or the obvious one, getting leads. Once you determine the objective you can start tracking these results.

If you are aiming to build brand awareness then the number of impressions and their frequency will determine if this objective is being met. This is where the times a customer had to see you or your ads before buying. This used to be around 7, now some experts are saying that number is between 25 and 50. Does this mean a customer will see your ads 30 times and just hand over their money for you to invest? No. You still need to nurture and sell those customers.

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