Phil Ledger

Return on investment is where the buck stops for marketing. No marketer (or bean counter) would argue the need for marketing spend to be justified in line with impact, however, this doesn't mean we should prioritise the quest for measurable ROI over more suitable, but longer-term campaign tactics.

With Sarbannes-Oxley and quarterly financial management becoming prevalent across our industry, marketers are pressed to ‘deliver their numbers' every 12 weeks. As an agency that prides itself on effectiveness, I am the first to support ongoing measurability as an integral pillar of a well thought out integrated B2B marketing campaign; however, the relentless pressure marketers face to deliver short-term ROI is in danger of missing out on the broader benefits marketing communications delivers.

It's a common scenario; "email marketing open rate of 30%"; a great statistic and a wonderful example of return on investment for marketing activity. Underneath the sheen of success however, it's possible we're under-delivering on potential return and in some cases undoing long-held brand advocacy.

Instant measurability, not suitability is often the driving force in campaign strategy as marketers are forced to deliver ever faster ROI. Digital marketing has quickened the pace of measurement and shortened the acceptable period for return on investment. With the plethora of immediately measurable digital tactics at our fingertips, marketers are increasingly turning to email to satisfy the need for instant evidence of success. There is nothing wrong with dialling-up digital within integrated campaigns, as long as the decision isn't based purely on pulling in quick results. 

Brand owners should be mindful that over reliance on digital marketing may be damaging the quality of relationships they hold with customers, fuelling brand disengagement and adversely affecting loyalty and sales over time.

ROI is absolutely our responsibility, but so is the long-term health of our brands and as marketers we must select a mix of campaign tactics to effectively deliver both.

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