CONNECTIONS: Comment - Client commitment can result in higher ROI from campaigns

I still remember when I was a traditional marketer, and like many, my attention (and money) was focused on offline. The irony is when it comes to online, much more is demanded in ROI terms than is the case for traditional marketing. Talk to our account servicing staff (most have traditional 4As agency experience) and they will tell you that, for the relatively small budget allocated to online, clients demand more. When was the last time you asked for a report on your offline campaign and expected your agency to show you not only how many of the targeted audience saw your ads, but also the number motivated to find out more about your brand? What about demanding the specific sales impact base on a single campaign?