Marketing ROI and budget
When Procter & Gamble cut their digital marketing spend with US$ 100 million, they saw little impact on their sales results. Arguably, their digital marketing investment was completely ineffective. This would’ve never happened if they had consistently tracked their marketing Return on Investment (ROI).
A real performance marketer is allergic to online marketers who see click-through rates as the holy grail. Brand awareness and engagement are important, but in the end likes and shares don’t pay the bills. Eventually, ROI is the one and only source of truth.