What is marketing ROI, and why does it matter?

Posted by Clare Methven on May 22, 2018 7:04:57 PM

No profit? No business.

That’s why ROI – Return on Investment – forms the backbone of successful business leadership. Marketing ROI, on the other hand, remains a problem for some.

It’s easy to lose sight of what your marketing spend is actually doing for you. Marketing consultants and agencies often lean on ‘vanity stats’ to justify their work, like Facebook views or being followed by X number of influential individuals on social media.

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Topics: Marketing ROI

Is LinkedIn right for my business?

Posted by Brian Hardie on May 2, 2018 12:17:00 PM

We originally wrote this post way back in 2016, a lifetime in social media years. Since then, LinkedIn has been acquired by Microsoft and the platform has undergone some significant changes. It’s time for a fresh look at what’s changed.

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Topics: Marketing Tactics, Marketing ROI

Marketing ROI: 5 questions to ask your marketing consultant about ROI

Posted by Malcolm Johnston on Mar 7, 2018 3:30:36 PM

 

“Ah, I....erm....well, it’s....erm.....how about that engagement, though?”

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Topics: Marketing ROI

Don’t slip up: 5 big brand mistakes all business owners make

Posted by Brian Hardie on Feb 27, 2018 3:20:07 PM

“I regard [rebranding] as the most asymmetrical corporate strategy of them all. There is literally no upside...there is only pain if you get it wrong. And inevitably it goes wrong a lot of the time.” So said columnist and marketing professor Mark Ritson in a recent article for Marketing Week.

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Topics: Brand Building, Marketing Tactics, Marketing ROI

Marketing Theory for Non Marketers – Customer retention

Posted by Richard Hancock on Feb 20, 2018 10:02:59 AM

 In a growth-driven world, businesses often focus on the new: new markets, clients, products or services. Too often they miss our most reliable source of profit – existing customers. The probability of selling to an existing customer is somewhere between 60% and 70%  compared to between 5% and 20% for successfully selling to a new prospect. They’re also cheaper to market to, it costs three times as much to win a new customer as it does to retain an old one. 

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Topics: Business Growth, Marketing Team, Marketing Tactics, Marketing ROI

Marketing theory for non-marketers – ROI

Posted by Richard Hancock on Nov 22, 2017 1:56:00 PM

What exactly is marketing? A lot of people think of it as the visible stuff: the posters, the adverts, the social media campaigns, the email newsletters. And while these are certainly elements of marketing, they are simply tactics and strategies to reach a specific goal. With no clearly defined goal or purpose, all this activity is meaningless. For any organisation, of any size, the key goal of any marketing activity should be working towards - or directly impacting - the bottom line. Marketing is a combination of planning and budgeting - but to be successful, there needs to be a measure of what success actually looks like: your return on investment.

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Topics: Marketing ROI

Master Marketing 3 – Return on Investment

Posted by Selina Noton on Nov 8, 2017 6:55:00 AM

 

What exactly is marketing? A lot of people think of it as the visible stuff: the posters, the adverts, the social media campaigns, the email newsletters. And while these are certainly elements of marketing, they are simply tactics and strategies to reach a specific goal. With no clearly defined goal or purpose, all this activity is meaningless. For any organisation, of any size, the key goal of any marketing activity should be working towards - or directly impacting - the bottom line. Marketing is a combination of planning and budgeting - but to be successful, there needs to be a measure of what success actually looks like: your return on investment.

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Topics: Brand Building, Business Growth, Marketing Tactics, Marketing ROI

Marketing theory for Non marketers – Communication Tools

Posted by Ged Leigh on Oct 4, 2017 1:51:00 PM

Marketing communication is the means by which a business engages customers and prospects, as distinct from marketing and communication more generally. The secret to a successful marketing communications strategy is simple and twofold: it's about choosing the right communication tools and sending a consistent message with them. Any agency will take your hard earned marketing budget and build compelling creative promotional materials for you; but if they’re not working with the right tools or channels, their efforts will be wasted. Prospective customers won't even see your message - let alone respond to it.

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Topics: Marketing Tactics, Marketing ROI

Marketing theory for non-marketers: Budgeting

Posted by John Courtney on Sep 19, 2017 7:03:00 PM

 

How do you prepare the marketing budget for your business? Most organisations calculate – or estimate – the percentage of funds they want to dedicate to marketing, then ‘build out’ their marketing plan within this figure. On the face of it, this approach makes business sense. After all: you don’t want to spend more than you can afford. But in doing so, how can you be confident you’re achieving maximum bang for your buck? You can’t. Successful marketing budgeting is about knowing what you want to achieve, and building a budget that satisfies both your expectations and your accountant. Here’s what you need to know when developing yours.

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Topics: Marketing Tactics, Marketing ROI

Marketing Theory for Non Marketers – Sales alignment

Posted by Rob Croxall on Apr 12, 2017 1:49:00 PM

 

It’s fair to say that salespeople and marketing departments don’t always see eye to eye. Sales blame marketing for delivering low volume or low-quality leads. In turn, marketing criticise sales for not converting enough of their well thought out strategy into a return on investment.

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Topics: Marketing Team, Marketing ROI

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