ROI: a passing fad or an enduring trend?
Alex Ruffle
Listen in on a typical marketing conversation in China today and you are as likely to hear the phrase 'return on investment' as you are 'ad campaign'. Return on investment (ROI) is becoming something of an obsession, and whether it is an ad on the side of a bus, or a free sample in a magazine, marketers and their CEOs want to know, more precisely than ever, what financial return they can expect on their marketing investments.
Why? Because marketing budgets are reaching unprecedented highs as brands attempt to make...