I was interested to read the update from the Passle team about their recent trip to RSA. "Whilst there, Tom and David informally surveyed 28 business leaders on their content marketing activities - particularly, how they rated them in terms of ROI and Ease of Execution"
I know many Kingpin clients were in attendance and how important this is in the events calendar for Security Vendors. I also know how important digital executions are for achieving business goals. But it is not often that someone gathers insight on the comparison of ROI vs Ease. We look at the investment (£, $, €) vs return but not stress or opportunity cost to deliver.
"Speaking at a conference is valued as providing the most perceived ROI despite being, in many ways, the least quantifiable activity"
I believe this goes to show that not every £, $, €, of the budget allocation is directly measurable, and often the investment decision is based on more than a dashboard in a CRM.
But maybe its time we looked at our marketing mix and not only measure investment vs return but also effort / internal resource / stress / opportunity cost vs return.... I am am advocate of H2H interaction, but how much digital research and response could you have got instead, without sending staff to a different continent?
Speaking at a conference is valued as providing the most perceived ROI despite being, in many ways, the least quantifiable activity. It just shows the power of human-to-human interaction - as has been said many times, nothing quite beats word-of-mouth and recommendations from someone you trust, so events should remain a crucial part of any businesses' activity, however digital they are! On the other hand, the survey seems to make clear that technology firms are not taking social media and blogging terribly seriously in terms of ROI, despite ranking them as some of the easiest activities to execute. It's very easy to blog and do social media badly after all - but we've found that in businesses across various industries that there is a clear correlation between companies engaging online and revenue growth.