The Search for the Return on Investment in Marketing Technology

 

Scott Stines

It is human nature to be optimistic. From an early age, our heads are filled examples of faith being rewarded, fairy tales with happy endings and miracles that do happen. This conditioning from birth combined with daily reports of significant advances in technology serve to reinforce our belief that there is a technological solution for everything. A single button that can be pushed to do the work of a hundred people, a pill that can be taken to cure a disease, a single technology that can be implemented to increase advertising revenue, acquire new subscribers a lower cost, or reduce the costs associated with producing and distributing the newspaper.

We know that technology improves productivity. The numbers tell the story. As nations around the world have invested in information and communications technology (ICT), they have seen parallel increases in worker productivity. A recent Business Week article reported that Europe has an hourly output per worker 20 percent below American levels, a direct result, they say, of reduced investments in information and communications technology.