This is one of those “top view” big picture type articles designed to help you think a little differently about the question of predicting, planning for and delivering ROI for online video and social media campaigns. Return on investment is something that hits every marketing director, brand manager, product manager, social media manager and viral marketing agency square in the face at some point. And if you’ve ever been hit square in the face, you know that it hurts… and it’s hard to cover up.
With little or no thought given to how they will predict, identify and measure ROI, many marketers wait until after a campaign has been launched or is over to evaluate the results. So, instead of trying to be super clever with words, I made an animated video especially for this ReelSEO article to illustrate my point in an entertaining way (content marketing). Far too many video and social media conversations and campaigns go something like this: