The last two blogs discussed a subject causing most of us some concerns. What is the real driver or definition of ROI for non-US markets? We have talked about the need to talk more about ROI than price or to assume it is a single dimension with customers. Now we are all recognizing the global nature of the economic times, so the questions about what defines ROI and how it is similar or different around the globe is going to affect how we build global messaging and delivery mechanisms.
We have talked about a smart way of managing content around the right dimensions of ROI in these times. ROI is measured by two extremes - cheap or revealing hidden costs ROI is not a monosyllabic response for either commodity type products or more complex solutions. Sure targets want more value from the purchase, but the need is to understand what that value means and more importantly how best to communicate it. We have run a global ROI study to better understand three things:
As a cheesy song from an eighties film says “The Heat Is On.” ROI is the number one concern of anxious marketers right now, especially in the BtB environments. Whether it is a commodity product or a wider and more complex set of solutions, proving worth is the essence of most of the marketing briefs we are seeing day in and day out.