Interesting story today from Direct Magazine - they claim that direct marketers need to stop talking about ROI and ROMI and focus on selling more products to more people. The writer says that both measurements are flawed, as "neither measurement addresses marketing's fundamental mission: driving incremental response."
Additionally, it does not explain why something happened and it does nothing to help a marketing team drive behavior. Rather, then focus on these old metrics direct marketers need to start examining collateral and trying to understand why consumers do something different than you intended.
About Me
- Enna A.
- Marketing professional with twelve years of progressive experience in strategic planning, advertising, brand development, marketing communications, digital initiatives, corporate communication and public relations. Currently working for the world's largest shopping mall developer where I deliver marketing programs that increase sales and drive traffic to enhance the value of our assets.
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