Deconstructing ROI – A new framework for driving marketing effectiveness in the age of media fragmentation
In the age of media fragmentation, advertisers need to work harder than ever to drive return on investment. In the framework set out in this paper, we identify the five key, interacting dimensions that advertisers need to consider if they are to secure meaningful ROI in the increasingly complex and dis-integrated media and marketing ecosystem: Creative, Cost, Reach, Attention, and Engagement
The stakes are high for today’s marketers. Many brand owners are adjusting their agency operating model to ensure they’re well prepared for innovations in the media and marketing ecosystem. The rewards for choosing the right partners are significant in terms of building and growing brands. Competitive edge today comes from agile, flexible and collaborative ways of working.