ROI is only achieved and then improved if your marketing:

1. has a clear goal
2. is measured on real business value

To achieve a real ROI then, your business can’t rely on only one marketing tactic. OK, sure you can try – go ahead… we’ll hang out here and wait for you – but I’m 100% convinced it’s not going to get you anywhere. We’ve tried. The results are dismal.

It’s all about integration. But when we start integrating multiple marketing tactics, we come across some problems:

1. it can cost more (not to be confused with return – ideally more cost means more return), and
2. how do we effectively measure one tactic over another?

We need a clear strategy.