Comments on: Forget Social Media ROI, What About Marketing Accountability?

By: gianandrea facchini

gianandrea facchini — Thu, 09 Jul 2009 16:40:34 +0000

Bas, if I only knew you are an expert on Roi I would have been more careful..:-). Great blog, really. Thanks and hope to read from you soon.

By: Bas Berkenbosch

Bas Berkenbosch — Thu, 09 Jul 2009 08:58:16 +0000

@gianandrea
Sorry I misunderstood. I agree with you now. The ROI equation should be expanded and include what is taken away forever from our world.
I’m convinced we’re in this worldwide crisis because some people were getting rich on selling dollars for 99 cents.

By: gianandrea facchini

gianandrea facchini — Thu, 09 Jul 2009 08:29:54 +0000

Bas, thanks for your comment. I think that there is revenue and revenue. We saw, in the latest years, a malicious form of revenue: the revenue for itself, for the stock analysts.
The revenue as I intend it (maybe the language barrier does not help here, sorry about that) is a revenue that is sustainable for the entire world: in terms of impact on environment, on the society, on the relationship between nations. It’s a revenue which has a limit, because the world has limits, and its quality is to be the highest within these limits. I hope I was able to make my point more clear. Thanks again, G.

By: Bas Berkenbosch

Bas Berkenbosch — Thu, 09 Jul 2009 07:46:19 +0000

@gianandrea
And what is the purpose of revenue? To make a profit I would say. The best sustainable revenue in the world would be to sell dollars for 99 cents. Boy, would you have an empire.

By: gianandrea facchini

gianandrea facchini — Thu, 09 Jul 2009 07:28:32 +0000

Let me disagree a bit from Lewis comment: increase revenue.
My point is that increasing revenue is an approach pre-crisis, the never ending growth world that no longer exists.
As written in other comments, I think that the goal of marketing is to sell better, which not necessarily means increase revenue but deliver sustainable revenue.

By: Lewis Green

Lewis Green — Tue, 07 Jul 2009 18:57:19 +0000

Jacob,
In my opinion, you have written one of the most important posts to appear at the DailyFix. Bravo! It’s a lot easier and lots more fun to rave about tactics–from traditional to digital–but the basis for marketing success is marketing accountability and ROI.
The highest purpose of marketing is to increase revenues. Might not be glamorous, much fun, and definitely not as easy as launching a blog, but it is far more important.