Share Tweet Pocket Add to Bookmarks
You're reading: Digital Tonto: The Post-ROI Marketing World

That’s evolved somewhat in recent years, as both agencies and clients recognized that too much emphasis was being put on outputs and not enough on outcomes. Just because you reach a lot of people doesn’t mean that you’ve driven the business forward.

The ROI movement sought to more closely align tactics with business goals.  It has been largely successful.  So successful, in fact, that most of the important problems have largely been solved.  What remains involves computational resources and intergration.  Therefore, we are now entering a post-ROI world of innovation, open brands and co-creation.

The post-war economy was an era of mass media.  There was a limited
amount of TV stations and programming was geared to mass audiences.
  Advertising pioneers such as David Ogilvy and Leo Burnett
developed powerful brand images that transformed the landscape of
commerce.  Great creative work combined with mass audiences evolved
brands into consumer icons.

Exclusive article

Sign up or subscribe to view more articles.
See All Plans
$5.95
Monthly plan
Get unlimited article access, anytime, anywhere.

Subscribe
$60
Yearly plan
Access all the exclusive content on KyivPost.com and the complete online archive.
Subscribe
Advertisement

Add comment

Sorry, you must be logged in to post a comment.
Attention

Add a picture
Choose file
Add a quote
Attention

Are you sure you want to delete your comment?

Attention

Are you sure you want to delete all user's comments?

Attention

Are you sure you want to unapprove user's comment?

Attention

Are you sure you want to move to spam user's comment?

Attention

Are you sure you want to move to trash user's comment?

Spelling error report

The following text will be sent to our editors: