intelligent measurement

The problem with ROI

May 21, 2007 at 8:08 pm 2 comments

I’ve written previously about Return on Investment (ROI) and particularly its application to blogging (which I consider as flawed).

At a broader level, there has been discussion for some time on ROI for public relations/communications programmes. Tom Watson of the dummyspit blog has written about this issue and the difficulty of applying what is essentially a financial concept to a non-financial activity, as is the case for marketing and PR.
As he states.

“For marketers, the application of ROI limits their role to sales support and ignores the brand and reputational issues. In PR, I’ve long argued that the use of business language is a fundamental sign of insecurity and a lack of confidence. It seems that marketing has the same affliction.”

Read the full post here >>

Glenn

Entry filed under: Communication evaluation, PR evaluation.