How do you help your executive team assess the ROI of digital marketing?
Is it really fair to expect your company’s executive team to understand what the following digital media marketing acronyms and matrix – and the ROI on your investment – are?: Cost Per Mille, CPC, CPV, CPL, CPA, GDN, SEO, SEM, native ads, programmatic buying and affiliate marketing. (And there are more!) .
I would suggest that, like with data analytics, one should have regular update sessions with them so that they buy into what you are achieving.
Yesterday, at an excellent session about the SCOPEN study by IAS (Independent Advisory Services), it was clear that many marketers and advertisers avoid digital marketing. Not just because they might not have the expertise on board – but because the executives may not understand the metrics to measure success. A pity.