Epic ROI rant

I write about strategies to turn fans into customers and customers into fans. I also share ways to use real-time strategies to spread ideas, influence minds, and build business.

Social Media  |  Worst Practices  |  Marketing

Yesterday, I participated on a podcast with Ricardo Bueno, founder Ribeezie Media with co-host Stacey Soleil, director of social media strategy with KARMA Media Labs.

Towards the end of the podcast, they asked me about measuring the ROI (return on investment) of marketing on the Web.

I ended up in an epic rant of nearly three minutes. (Please listen.)

I was in the zone.

DMScott rant

What do you think?

  • Do we need to adapt Web marketing to the MBA formulas for measurement?
  • Or do we need to be better at articulating to management exactly how web marketing should be measured?

I'm interested to know where you come down in this debate.

More on measurement: In a post yesterday titled How big is YOURS? I talked about clip books, the measurement of choice for traditional PR. I also have a free ebook called Lose Control of Your Marketing! Why marketing ROI measures lead to failure.