ROI is on the tips of everybody’s tongues. You ask anybody about digital marketing and the first thing they ask is what is the ROI. I wrote an article about how I think that digital is held to a higher standard than TV when it comes to proving ROI. I am now going to discuss how the money spent on one :30 TV commercial might be better spent leveraging the size of social networks.
I am a former executive in the television advertising business and dealt with some rather large agencies that were purchasing national TV ad units for big players like Pfizer, Kraft, Campbell’s and Unilever to name a few. My job was to make sure that the commercials we sold were for money than the commercial time we purchased. A profit manager who had to know where and when commercials would work best. One of the areas I managed was the Early Morning News. We competed against the likes of The Today Show, Good Morning America and whatever the CBS early morning news program is.