Comments on: Inputting Technology in the Marketing Communication Mix http://ciopakistan.com/2008/09/inputting-technology-in-the-marketing-communication-mix/ CIO Pakistan, an IDG Partner publication, generates and publishes content about the local technology-savvy business and technology community Tue, 08 May 2012 10:46:23 +0000 hourly 1 http://wordpress.org/?v=3.1.4 By: Inputting Technology in the Marketing Communication Mix | Tea Break http://ciopakistan.com/2008/09/inputting-technology-in-the-marketing-communication-mix/comment-page-1/#comment-64 Inputting Technology in the Marketing Communication Mix | Tea Break Sun, 21 Sep 2008 12:21:35 +0000 http://ciopakistan.com/?p=296#comment-64 [...] minds and ears! The Internet and Technology are going to be a huge part of that! Log on to CIO Pakistan, where I write about Technology in the Marketing [...] [...] minds and ears! The Internet and Technology are going to be a huge part of that! Log on to CIO Pakistan, where I write about Technology in the Marketing [...]

]]> By: Nauman Sheikh http://ciopakistan.com/2008/09/inputting-technology-in-the-marketing-communication-mix/comment-page-1/#comment-57 Nauman Sheikh Wed, 17 Sep 2008 11:58:02 +0000 http://ciopakistan.com/?p=296#comment-57 While this Mix of marketing channels is all nice and dandy, the biggets gap I see is accurate calculation on ROI of an ad campaign. Regardless of the channel, the expected return of the advertising investment has to be carefully computed and then decide whether internet is a medium or not OR even better, if the budget from TV slots need to be reduced since not enough ROI is being generated from TV. In order for marketers to make thecase for Internet asa channel, they will have to explain the ROI to the upper management. Internet marketing shouldn't be adopted just because we have to. 360 degree campaigns shouldn't be adopted just because they can be implemented. Every advertising dollar needs an estimated return before it should be approved and spent. It will be curious to see if someone can explain how an advertising budget is prepared since credible data on the lift from an ad campaign is not very easily accessible particularly in the consumer sector. While this Mix of marketing channels is all nice and dandy, the biggets gap I see is accurate calculation on ROI of an ad campaign. Regardless of the channel, the expected return of the advertising investment has to be carefully computed and then decide whether internet is a medium or not OR even better, if the budget from TV slots need to be reduced since not enough ROI is being generated from TV.

In order for marketers to make thecase for Internet asa channel, they will have to explain the ROI to the upper management. Internet marketing shouldn’t be adopted just because we have to. 360 degree campaigns shouldn’t be adopted just because they can be implemented. Every advertising dollar needs an estimated return before it should be approved and spent. It will be curious to see if someone can explain how an advertising budget is prepared since credible data on the lift from an ad campaign is not very easily accessible particularly in the consumer sector.

]]> By: Inputting Technology in the Marketing Communication Mix http://ciopakistan.com/2008/09/inputting-technology-in-the-marketing-communication-mix/comment-page-1/#comment-31 Inputting Technology in the Marketing Communication Mix Thu, 11 Sep 2008 18:12:41 +0000 http://ciopakistan.com/?p=296#comment-31 [...] Read the rest of this great post here [...] [...] Read the rest of this great post here [...]

]]> By: Business blog » Blog Archive » Inputting Technology in the Marketing Communication Mix http://ciopakistan.com/2008/09/inputting-technology-in-the-marketing-communication-mix/comment-page-1/#comment-30 Business blog » Blog Archive » Inputting Technology in the Marketing Communication Mix Thu, 11 Sep 2008 18:11:55 +0000 http://ciopakistan.com/?p=296#comment-30 [...] Read the rest of this great post here [...] [...] Read the rest of this great post here [...]

]]> By: Matt Hanson http://ciopakistan.com/2008/09/inputting-technology-in-the-marketing-communication-mix/comment-page-1/#comment-29 Matt Hanson Thu, 11 Sep 2008 17:40:18 +0000 http://ciopakistan.com/?p=296#comment-29 Good writing. Keep up the good work. I just added your RSS feed my Google News Reader.. Matt Hanson Good writing. Keep up the good work. I just added your RSS feed my Google News Reader..

Matt Hanson

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