Return on Investment (ROI)


The Return on Investment is an indicator in itself because it will validate the relevance of the choices made in the marketing strategy. It is the main indicator because it is the result of calculating the profitability of marketing studies. The interests are clear: maximize profits on the marketing levers involved.
Which reliable and fast indicator will make it possible to judge the relevance of the actions? Today, it is difficult to quantify an image improvement. The concept of Return on Investment in the broadest sense must be taken into account. The global impact on the business model that this digital transformation imposes is closer to the ROI. Indicators resulting from marketing actions (number of visits, CPC, Bounce rate, etc.) only measure a portion of the benefits of the digital strategy.
For a global ROI, we recommend taking into account the cost of renouncing also known as the opportunity cost. It's actually the cost for the company not to invest in a digital marketing strategy. The calculation is done in relation to the turnover realized thanks to and that realized without this digitization.

Bonus: the watch tools
It is unthinkable to imagine putting a digital marketing strategy without keeping a watch on the theme of the latter. The idea here is to determine what types of information we should look for and even to set up tools to automate this work, which can sometimes be tedious. I propose to cut this paragraph on the watch in three groups: the watch on reputation, how to automate its watch (when possible) and what tools can help us.
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