It’s amazing how clients - especially the ones who have yet to wet their feet with any creditable experience in planning and running marketing campaigns - demand an ROI measure - before they commit spends on marketing. Infact if you are from the agency - you will be faced with a demand from ROI linked fee models - because that’s what's 'in'.
The success of a marketing campaign depends on numerous variables. However at the core is the relevance of the product and the relative value that it is trying to market. There is immense rigor that clients and pitch consultants go through when evaluating agencies to handle their marketing & communication mandate. Dangling the carrot of large marketing spends they get the agencies down on their knees on the fees - however worse so - without adequately committing on the product - its competitive relevance , the quality and service standards that the brand shall be adhering to - they demand that the agency upfront commit a 'ROI' linked fee structure.
Clients are justified in demanding for accountability from the agency and ask for them to stake their fees. However this accountability needs to be a 'shared accountability’. The marketing campaigns succeed when it the brand delivers the promise that the campaign entices the consumer with. Needless to say - the advertising and marketing is all about exaggerated claims - however if there is a dissonance in the promise and the deliver - we can be sure of a suboptimal return on the campaign cost.
Only mature brands - who have invested considerably and more importantly taken pains to garner data of response - analyze the same then having arrived at metrics - which comprehensively take the core success variable into account have a right to demand an ROI linked compensation proposal from the client.
Looks like your digging into something huh?
Posted by: custom essays | August 16, 2011 at 10:25 PM