Balancing Between the Two ROI’s
There are two ROI measurements to consider in any marketing campaign, especially online marketing campaigns: Return on Investment, which will always matter most because without profits you won’t have a company for long, and Return on Influence, which is not measured nearly enough.
The second ROI is almost as important as the first ROI, because without great word of mouth advertising and repeat business, profits will still suffer. When you measure both of these ROIs, your investments of time, energy and money will work harder for you in the short term, while laying a solid foundation for success in the long term.
Return on Influence may never be seen as important as Return on Investment by CEOs and shareholders, though it should be for anyone interested in the health of their business. This ROI’s rewards are not as immediately apparent, though the ultimate impact on the strength of a business from Influence is quantifiable. There are some good models for early adopter successes of companies using their influence online.
