Calculating return on investment is a delicate exercise when it comes to corporate communication. Online video can claim several assets that make it easier to evaluate.
Being seen on the Web
The first advantage of having your content on the Internet is that it makes tracking easier: precise statistics can be built thanks to the many markers that can accompany each part or sub-part of the content.
Add up the advantages
Online content marketing has many other essential strengths, such as effectiveness, cost-effectiveness, engagement born of affinity and memorability.
Yet many marketers keep investing massively in forms of communication that are no longer in step with the information revolution. Why? Mainly for one simple reason: this revolution means accepting a new form of complexity in the evaluation of communication results. In plain language, traditional marketing may well have become ineffective, but it has the enormous advantage of being easy to implement!
Easy or effective — you have to choose…
So there is a choice to be made: work the easy way, with “proven” methods, or invest your budget on the basis of effectiveness criteria, seeking to innovate daily and researching best practices. The second path is, of course, the long-term vision!
Click below to discover the different levers that contribute to a positive R.O.I.
