Monday, December 26, 2005
One Year of Marketing & Graphic Design ROI: Looking Forward & Back
Over the past year I’ve blogged about multi-channel marketing, podcasting, RSS feeds, web video, and more. I think the importance of these channels will only increase in 2006, especially as we find better ways to measure their effectiveness. Greater budget percentages will likely be pushed into web-based channels over print, although print and other offline outlets are still an important part of a well-rounded marketing plan. Conferences and other in-person events, if executed right, still have some of the best ROI and demand creation potential you can find in the business-to-business space. BtoB Magazine (one of my favorite reads) also sees Vertical Search and Direct Marketing on the rise1, although it remains to be seen how much the U.S. postal rate increase for first class mail will put a damper on the latter starting in January 2006.
Underlying nearly all of my blog topics in 2005, of course, were measurement, analytics and ROI. A 2004 poll by the Silicon Valley American Marketing Association (SVAMA) found that while 88% of respondents measured their marketing activities, only 52% of them measured at least half their activities.2 In the second quarter of 2004, only 38% of U.S. executives polled by Blackfriars said their companies measured the results of their marketing.3 This was scary stuff at the time, at least for someone like me who hates the marketing equivalent of driving at night with the headlights off, but I wonder how much these numbers really improved in 2005? Certainly increased budget for measurement and marketing operations management are called for in the year ahead.
In any case, I remain committed to studying and blogging on strategies and techniques to improve marketing ROI and measurement in 2006.
1 Maddox, Kate. “New Media, ROI, Deliverability Key to Success in ’06.” BtoB. December 12, 2005. pg 1
2 Taylor, Suzanne. “Five Fundamentals for Useful Marketing Metrics.” MarketingProfs.com. November 2, 2004.
3 Patterson, Laura. “If you don’t measure, You can’t manage.” MarketingProfs.com. November 23, 2004.
I have been reading your blog for a while and I want to tell you how much I really enjoy what you are saying. Being new to the Internet Marketing and Ecommerce with the launch of my first Ebook, I too am finding some of the issues you address as being exciting and frustrating.
I have a book coming out this spring on How To Get An ROI From Business Golf. Once I get to the fact verification portion of the book I will check with you to see what you think. Hope to hear more on what you have to say…
About The Author: As President of Innovative Business Golf Solutions, Scot Duke provides over 31 years of corporate management experience to helping small businesses improve their marketing strategies. You can purchase the popular How TO Play Business Golf by visiting www.innovativebusinessgolf.com or Scot can be reached at firstname.lastname@example.org or 214 549-0306.