planning essentials

Maximize Your Return on Investment

We often think of any business function that involves use of time and expertise in terms of return on investment (ROI). If you break the functions down by discipline, it may be worth your while to measure your customer and prospect outreach activities based on return on marketing dollars invested. Measuring that return is about analyzing which of your marketing activities results in true business development.

One note: In the current economic downturn, ROI takes on even greater importance. Statistics from Forbes.com and Knowledge@Wharton reveal that companies that maintain or increase advertising during tough economic times maintain or increase revenue, compared to those that decrease or cancel advertising. Put simply, if you keep your name out there, you stay top-of-mind with consumers who still seek the solutions you offer, regardless of the economic climate.

But what’s the right media mix? Research has shown that traditional outlets, such as television, radio, magazines and newspapers, are experiencing declines in viewers, listeners and readers. Consumers are increasingly going online to find what they need. For example, a recent study by consumer research firm Knowledge Networks, The Y Advantage: Landscape 2008, 69% of consumers use search engines, 51% use online Yellow Pages and 10% use rapidly growing mobile search.

The best marketing strategies are designed to use the most progressive tools to bring in qualified leads and AT&T Advertising Solutions may be the optimal foundation for your plan. It’s a true “end-to-end” marketing solution, offering integrated print, direct mail, online and mobile marketing tools to help you bring in the leads that work to grow your business, all with measurable results.