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All marketing experts know what the “ROI” indicator stands for, the acronym for the English expression “return on investment”. This indicator, which is usually a percentage, indicates whether a communication strategy has been in financial terms a success or a failure. To put it simply, it is the income earned in relation to the sums invested.
With the advent of digital marketing, new economic indicators have emerged and proven their effectiveness in measuring an internal and external communication strategy. Marketing jargon is evolving and now e-marketing experts are talking about return on attention (ROA), return on objectives (ROO) and return of non-investment (RONI). The calculation for communication performance is becoming more complex and new measurement tools are providing better visibility, especially in the long term, regarding your e-marketing strategy.
ROO: Return on Objectives
The ROO indicator is used to measure the degree of impact of a communication strategy when it can not be done in a physical and physical way, that is, concretely by sales. In other words, the ROO is used to measure and analyze non-quantifiable elements.
Initially, the strategy to be put in place is to select communication tools, objectives and targets that are associated with the means used. Depending on the objectives (lead generation, promotion, information transmission, SEO, sales ..), you will need to define your appropriate communication tool.
ROA: Return on Attention (return to attention)
The ROA can measure the popularity of a brand, a product or a company on social networks and on the web in general. This marketing indicator is a qualitative measurement tool that allows to give an encrypted value for example on the visibility of a site in the websphere.
Specifically, the ROA informs for example if your money invested in a community management campaign brings you income or not. Calculating the ROA is difficult to measure in the short term and even if it expresses value for a company, it is impossible to count it in the turnover.
ROE: Return on Engagement
ROE, return on engagement is a measurement tool used to know the type of relationship you have with your customers and more generally with your prospects. For example, the ROE allows you to measure the type and number of responses you receive after sending a newsletter or the average reading time spent by your subscribers on your articles.
In e-marketing, the ROE brings you a forecast of long-term gain.
RONI: Return on Non Investment
The performance in communication with the ROI is good but the concept of non investment risk or RONI can also help you better decrypt your global marketing communication strategy.
Today, choosing whether or not to invest in social networks is a question that every business must ask itself. The calculation of the risk on non-investment should lead the marketing teams to think about for example the cost that will have in a few months of precisely not having been present rather on a social media.
Do you want to let competing companies take care of your communication space? What will be the financial impact of not having invested more in a mobile application? These are the kinds of questions that the non-investment risk concept (RONI) is able to solve by providing quantified estimates.