R.O.I. = Return on Investment

Sounds pretty obvious right?  I just got back from a meeting with a group of marketing executives that came together to discuss accountability in marketing and advertising and how important it was to clients, especially in today’s economy.

In that dialogue I heard the following definitions being offered for the acronym, ROI:

ROI = Return on Innovation

ROI = Return on Interactions

ROI = Return on Internet

ROI = Recency, Originality and Impact

I realize an investment can be defined as money, time or effort but when dealing with an agency I believe it is a safe assumption that there is a monetary spend involved.

I submit that a client’s expectation of an acceptable “return” is where the variable comes into play.  An acceptable return for a client may be money beyond what was spent by a particular percentage, increase in calls, increase in clicks, greater awareness, stronger relationships, etc.   I also submit the obvious point that the return should be measured.

Just had to get that off my chest.