Innovative marketers have deployed marketing performance techniques to effectively guide spend in emerging digital channels and platforms. These progressive marketing organizations have prudently explored the benefits of the digital area by connecting strategic initiatives with a measurement and assessment capability to optimize marketing spending. Until the digital area proves itself relative to other competing areas of spend, this will be a valuable technique.
Specifically, progressive marketers rely on ROI directed funding for traditional channels and media, and they rely on return on objectives (ROO) for non-traditional, "new territory" funding (ex. parity in search ad exposure). ROI funding techniques work best within categories of spend that have easily identified transaction measures (ex. # of web pages viewed) and ROO for areas of strategic funding (ex. internal branding). The key to optimal allocation of marketing spend is a broader management technique that allows...
