The ROI of Digital Communications is… Relationships!

The future of marketing is about to rely very heavily on marketers who know how to integrate technology throughout every process of a customer’s experience. The biggest question that faces everyone right now is: How do I leverage online and mobile experiences to produce successful ROI?

Again, what is ROI? Return on intelligence?! Seriously… We need to ignore ROI when it comes to marketing. I get it; we need to measure our results to understand what is working and what isn’t working. Marketing should not be driven by revenue. MARKETING SHOULD BE DRIVEN BY RELATIONSHIPS!

“Twitter is not a good tool for a lot of things. It’s great for conversation, it’s great for relationships, it’s horrible for sales, it’s horrible for marketing, it has no shelf life, and I love it because it creates relationships.” ~ Scott Stratten

What if we took the question, “How do I leverage online and mobile experiences to produce successful ROI?” and re-wrote it to say, “How do I leverage online and mobile experiences to produce valuable experiences?” Better yet, let’s think in terms of the customer:

“How do I leverage online and mobile experiences to produce valuable returns on investments for my customers?”

After all, we are asking our customers to talk, engage, research, and ultimately buy from us. We’re either producing valuable experiences for them or incompetent interrupted experiences that reflects positive or negative on our brand experience.

Remember, there is never a neutral experience with a brand. It goes up or down!

So let’s answer: “How do I leverage online and mobile experiences to produce valuable returns on investments for my customers?”

That depends on the size of your company, industry, and whether you’re a B2C or B2B. There are many factors that go in to creating heuristic experiences, including:

  • Business Purpose
  • Business Values
  • Business Objectives
  • Marketing Objectives
  • Marketing Strategy
  • Marketing Goals
  • * Digital Objectives
  • * Digital Strategy
  • * Digital Goals
    * Digital objectives, strategies, and goals are limited to only a select few companies in the world that have large brand recognition, such as Pepsi, Starbucks, Coke, ect

As you can tell, there are numerous variables that go into answering the above question. It’s not as easy as you might have though. Consider all the above factors for your business and let’s revisit this in the next post. Here is one tip: I repeat, don’t create a separate Twitter, Facebook, or YouTube strategy! You would never have a separate telephone.

What are some successful strategies or activities that have worked for you? I’d love to hear them! A follow up post will highlight case studies with key do’s and don’ts.

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