http://www.imediaconnection.com By Rob Rose Published: August 17, 2007
You can't increase ROI without some experimentation. CrownPeak Technology's VP of marketing and product strategy describes the process for turning failures into success.
Consider the following question recently posed by a vice president of marketing at a web technology conference: "I have tried to figure out which online marketing tactics will give me the best results. I've looked into email, Search Engine Marketing, Search Engine Optimization, traditional banners and contextual advertising. Now, I don't know where to put my money, because I might fail and management expects me to keep improving ROI."
The answer for this particular person may seem obvious. But, at the heart of the question was something many of us who cut our teeth on the reach-and-frequency school of marketing face on a daily basis: With the continuing challenge of delivering improvement to our marketing investment, how do we know where to place our bets so we don't screw it up?
Click here to read more...
Author
