publications

• Forget ROI, Let's Show How We're Making Money
• Measuring Integrated Marketing Communication
• Accountability and ROI

• Comm News: Recall Election Full of Lessons
• Tech Corner: Measuring Search Engine Marketing ROI
• Book Review: Balanced Scorecard Step-by-Step
• Case Studies & Industry News

Forget ROI, Let's Show How We're Making Money
by Ephraim Cohen

Throw a stone in a room full of communication professionals and there's a good chance you'll hit one that will back up this statement: senior management loves to see ROI measurements, but seeing how communication initiatives create sales trumps all other measurements. From a marketing communication perspective, simply receiving feedback from a sales team can help your team answer most senior-level frustrations. From the perspective of a sales force, understanding marketing efforts (and how those efforts actually work) aids in everyone's ultimate objective: securing sales.

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Measuring Integrated Marketing Communication from Start to Finish
by Julie Woods

Many companies have taken a limited view of the impact that marketing communication can have on overall corporate objectives, reducing their understanding of the value of marketing communication. One reason for this resistance is that the value of IMC can be complex to measure in a world where marketing usually moves at a dynamic pace and is driven by a changing competitive landscape and seemingly unpredictable shifts in customer attitudes. The potential revenue and customer satisfaction benefits of implementing an IMC program can be so dramatic that companies shouldn't ignore the movement any longer.

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Accountability and ROI
by Rick Watrall

Once viewed more as art than science, marketers are increasingly interested in measuring performance. Like it or not, there is a new wave of accountability in the world of marketing, and if you're not prepared, you could get swept under it. Companies are becoming increasingly concerned with ensuring that all activities are profitable. As a result, each dollar invested in marketing is being challenged to demonstrate bottom line performance. New forms of marketing, escalating ad costs and tools that purport to measure marketing effectiveness have all contributed to the pressure traditional media is facing to "prove its worth."

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Columns

Communication in the News:

Recall Election Full of Lessons
by Julie Freeman, ABC, APR

Arnold Schwarzenegger's November 17 inauguration as governor of California culminated in a historic recall election that attracted worldwide attention and fascination. Some watched because of the movie star candidate; others saw the election as another opportunity to shake their heads in amazement at the citizens of California. But for communicators, the fact that California even held a recall election once again demonstrates what happens when leaders do not see communication as an essential part of their job.

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Technology Corner:

Measuring Search Engine Marketing ROI
by Chris Sherman

Spending on search engine marketing (SEM) is rising dramatically, yet surprisingly few companies are measuring the effectiveness of their campaigns. In a short survey conducted by web analytics vendor NetIQ, more than 800 participants responded to questions about their search engine marketing efforts and their attempts to measure success. The survey responses provide interesting insights into the state of search engine marketing ROI.

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Book Review:

"Balanced Scorecard Step-by-Step:
Maximizing Performance and Maintaining Results"
Book review by: Angela Sinickas, ABC

Paul Niven's book is invaluable for communicators whose companies are implementing a Balanced Scorecard, and it can also provide a great deal of useful information on setting measurable goals for a staff function like communication to ensure it aligns with a company's strategy. The book provides easy-to-understand summaries of how various business processes work for communicators who want to better understand their businesses.

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Case Studies

• "Buy.com: Reaction to Results," by Stew Duncan, Thinkbig Media
  
• "Scott Panel & Hardware 'Inspiration' Campaign," by Martyn Thompson, Stanford James Limited
  
• "Dining at Harvard," by Crista Martin, Harvard University Dining Services
  
• "STP & Armor All Annual Marketing Communication Program," by Stanley Liu, Golin/Harris International, Inc., Taiwan Branch
  

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Industry News

• Marketing communication strategies in support of brand image building in South Africa
• Serious Consequences in Failing to Prove Marketing ROI
• Survey on Measuring Marketing ROI
• Marketing ROI - What is Being Measured and What is Not

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