I am a ROI Marketer. That means that I focus on the return on investment of a marketing campaign.
The Internet is the best place for a ROI Marketer to operate. The main reason for this, is that everything is measurable. In the world of ROI marketing you are only as good as what you can measure.
The main focus of ROI marketing is testing and measuring. It’s a results focused approach that strives to maximise the return on investment of a campaign.
To me, who was drawn to do a masters in Marketing after completing a degree in Accounting and Finance, ROI marketing is the only logical approach to take. It’s about making measurable improvements that have a positive effect on the bottom line. It makes the link between your profit and loss account and you marketing campaign.
In the current economic climate, the proper application of ROI marketing can save many businesses that are currently on the brink of failure. The important thing to remember when designing a campaign, is that your taste and opinion doesn’t matter.
You can never make assumptions. You should always run tests. You must always let the results determine your decisions.
Many traditional marketers particularly ones with an ad agency viewpoint simply believe that they can “out think” the customer. ROI marketers take a different approach. They have no ego. Their decisions are based firmly on an “actions speak louder than words” mindset.
That’s why ROI marketing techniques will always win out particularly for SMEs. There is also a congruence of goals between the ROI Marketer and the SME owner.
For example, the ROI Marketer is motivated by making as many sales as possible for his/her client, and as a result giving them the best ROI on their marketing activities.
This is unlike a more more traditional ad agency approach that looks at branding and is motivated by the possibility of winning an award for the cleverness of their advertisement (okay, I am only joking). Now, there is a place for such a marketing approach. However, it’s really only beneficial for larger businesses and bigger brands.
For the start-up and SME, ROI focused marketing is what will give them the best results in the shortest amount of time.