Posts Tagged media

AdAge has posted a thorough article written by Eric Karofsky, principal consultant in the strategy group at interactive agency Molecular, about the difficulty in justifying spending on digital and interactive media.

He frames his thoughts in the form of a conversation between a CFO, who demands proof of ROI before spending a dime, and a CMO, who insists interactive media isn’t always about tangible ROI.

Despite the theoretical framework of this discussion, small businesses will benefit from considering ways in which interactive media can support their marketing objectives. For many small businesses, the owner is both the CFO and the CMO, so the discussion may be internal, but important nonetheless.

Traditional small business owners may apply dated paradigms when considering how to allocate their media buys, but this article offers a balanced approached to understanding the various metrics involved in measuring the effectiveness of interactive marketing.