The dream of any marketing team is to find the right person, at the right time and with the best message, so that they buy the product or hire a service.
With the internet present in people's lives, these professionals have gained new tools for this mission. However, anyone who believes that using digital marketing “makes” the task easier, just because now “there is a metric for everything”, is mistaken .
The challenge has become greater, because in addition event planner email list to all the concerns that already existed before the internet, we now need to look more closely at the profitability of the campaign, the frequency of impact of the ads and the verification of several other indicators, which did not exist in the times of TV, radio and print media.
The main effects
While it is true that "it has become easier to measure ROI", it is also true that it has become more difficult to deliver it, for several reasons. For those who are not familiar with the term, ROI stands for Return Over Investment .
First, because if it is now easier to measure ROI, then it has become more objective , since there is no longer room for much interpretation, guesswork and beautiful stories of impact or reach. Now, things don't stop there anymore, there are only two options — to obtain or not the ROI ( which can also be ROAS, in the case of paid campaigns ).
Secondly, because with more people monitoring metrics such as ROI, CPL, CPA, CAC, LTV , among others, the game becomes competitive, and sometimes a 1% hit or miss can mean the success or failure of a strategy.
More challenges
Another highlight is that with the democratization of digital marketing , its cost has increased , starting with the fact that like any "auction", the more people bid, the greater the competition, and the more expensive the advertising space on the internet .
Furthermore, there is more demand than supply of qualified professionals, since they need to know how to deal with numbers, which is not easy. If there was already a shortage of engineers, mathematicians and similar professionals in specific areas, what can we do now with the shortage of these professionals in marketing?
So, the bottom line is that an inflated market and the difficulty in forming good digital marketing teams to analyze these metrics end up harming the activity of generating ROI.
There are those who argue that technology will meet this need, but I don't think that's the case, at least in the short/medium term. Therefore, we will need human beings to create and operate these increasingly complex technologies, so that they can actually help generate ROI.