The unbelievable has happened….It is a post-Brexit, post-Trump world, and we are all living in it. These two major events have proved that not even the present day business prophets of the world can predict what the future holds. There is fierce competition, constantly evolving standards and regulations, unforeseeable and variable sales periods, disruptive start-ups that are ready for anything because they have nothing to lose.
And yet, the one growing fixation that marketing still has is "better" ROI. To the point that you now need to “Justify ROI before you buy!”.
As a marketer, I see these concerns and frustations on showing the best ROI. The only answer to this is to move beyond ROI. This is Marketing 4.0. There are no loyal customers. There needs to be a Plan A, Plan B and Plan C! Data and Insights are not enough, let us go back to the whiteboard. Start from the Vision..Wait! What was my organization’s vision ??