A recent article on Marketing Week has suggested that many brands fail to budget for long-term innovation and relationship building. It’s the tired battle between return on investment (ROI) and return on engagement (ROE) that looks a little like this:
ROI: “ You can’t prove engagement. ROI provides a clear bottom line for marketers to
justify campaigns by.”
ROE: “You can’t have sales without engagement. Short-term campaigns are too narrow-minded, everything should have a long-term focus.”
