10 ways to increase corporate ROI

David Chassar-Hesketh

The author reminds readers that new products fail at a high rate, innovative services are patchy due to consumers being reluctant to try new ideas and return-on-investment appears to be disappointing.

10 Ways To Increase Corporate ROI

David Chassar-HeskethCicero

 

The idea that marketing should underpin shareholder value creation is chanted by marketing gurus everywhere. However, the link between shareholder objectives and marketing's most visual activity (marketing communications) remains as distant as ever. This article makes a start at linking the two in as practical a manner as possible, championing communications as the unsung hero best placed to derive corporate ROI from the customer.

The big picture

Increasing competition has rid us of commodities and given customers tremendous choice see Table 1 (1).

In the face...

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