It All Comes Down to Math

 

 

Every year around budget season, I dust off the perennial joke about how if I were good at spreadsheets I’d be in finance or accounting instead of marketing.  Truth is that the life of marketing, PR and corp comm pros is, well, full of Math.  There’s budget math, campaign conversion and sales math, and of course, the most interesting kind of math that is ROI math.  I bring this up because the enterprise communication customers we serve have an obvious interest in ensuring swift payback on their investments in digital media and online video platforms. Yet the required mathematical equation remains fuzzy for some. Why?  Probably because for so many years online video was thought of as an “emerging technology,” reserved for cutting-edge online marketers and early adopters with either enough savvy or money to burn.   

 

Since then, something truly wonderful has happened.  Video and rich media—for myriad reasons—has rapidly become part of the fabric of today’s business culture for internal communications, marketing, public information and customer care, among other applications.  And, it’s paying dividends.  In this harsh economic climate, the need to validate ROI before the act of buying is more essential than ever.  That’s why we’ve added a new section to our site on customer ROI, with a continuous stream of tools, tips, techniques and metrics to help you.  By sharing these customer success stories and the metrics by which they have measured their video communications, we hope people will begin to start thinking about building out their own models, putting benchmarks in place now to provide the comparisons required to prove what you might already suspect: online video is supremely more effective and cost-efficient in nearly every way.  I guarantee the results will surprise you! -Lisa C.

 

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