Towards the end of the podcast, they asked me about measuring the ROI (return on investment) of marketing on the Web.
I ended up in an epic rant of nearly three minutes. (Please listen.)
I was in the zone.
What do you think?
- Do we need to adapt Web marketing to the MBA formulas for measurement?
- Or do we need to be better at articulating to management exactly how web marketing should be measured?
I'm interested to know where you come down in this debate.
More on measurement: In a post yesterday titled How big is YOURS? I talked about clip books, the measurement of choice for traditional PR. I also have a free ebook called Lose Control of Your Marketing! Why marketing ROI measures lead to failure.