Is It Time to Shift Marketing Dollars?

There are 100 opinions on what percentage of social media should be in your 2011 marketing mix, but across every industry there’s one unified call for quantifiable ROI.

We marketers know that Return on Investment and Return on Information depend on a company’s goals. While it may be difficult to measure the short-term effectiveness of a Twitter campaign in profitability terms (ROI), it’s no excuse not to pursue an initiative or forego measurements.

Do you know the ROI of the ad on the bus bench? Or four hours on the golf course with a CEO, or the in-flight magazine ad?

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