The New ROI: Results on Brand Investment "ROBI"

Digital Marketing

“Results on Brand Investment”- The New ROI for Digital Marketing Campaigns

by Organik
on July 29, 2014

3 minute read

Everyone in marketing has heard it. The dreaded question- “What’s my ROI?”  At Organik SEO, we hear it on the daily from clients wanting to know what their return on investment will be on SEO or Social Media campaigns we will be conducting on their behalf.

However, as the tactics and techniques in digital marketing continue to evolve and as the term ‘SEO’ as we have come to know it changes in definition, measuring these tangible returns is becoming harder. It is not a clean deliverable like a standard PPC (pay-per-click) campaign, where you can measure clicks to your website to the dollar amount spent. Today’s integrated marketing campaigns are measured by the amount of “engagement”, “impressions”, and “sessions” received.

We feel it is time for a new “ROI” around here.  A new acronym that will be more relevant to what is happening in our industry and where brands are being rewarded for their comprehensive marketing efforts. Client’s should start asking, “What are my ROBI?”

My Journey to Fitwall

fitwall solana beach

I would like to point out that I am not a glutton for punishment. I’m just an individual seeking a great workout that doesn’t discourage or bore me.

My journey to finding Fitwall was not a straight path. I was on a waiting list at a hip breakfast spot in La Jolla and while I contemplated whether to have the eggs benedict or French toast, I poked my head into the new fitness studio next door.

Fitwall boasts a high intensity interval training utilizing cutting edge technology that monitors your heart rate and enhances the coaching experience, guaranteeing measurable results- all in 40 minutes per session.

Some time later, I again stumbled upon the Fitwall studio in Solana Beach on my lunch break. That night, I did a Google search. Before going to the website, I checked out Fitwall’s YouTube video.  I loved it so much I showed it to my better half. And I watched it again. Then, I visited the social media channels and read a few posts and tweets.  I read an article on CNET.  I went back to the website, and entered through the Solana Beach location page. I perused a few pages before finally signing up for my first class (and a free week!).

Most marketing companies would record my journey when I first entered the site, most likely through a Google Analytics conversion funnel. The ROI? – My email.

However, I would ask- What are Fitwall’s “ROBI?”

  • 2+ views on YouTube
  • Posts/Tweet impressions and engagement on Facebook and Twitter
  • A new like on Facebook and a new follower on Twitter
  • Brand exposure via articles
  • Branded Google search
  • A 4 minute session on the site
  • An email
  • A free week signup
  • Sold a pair of $15 Fitwall gloves (Apparently I have baby hands that need to be roughed up.)
  • AND, a new monthly membership!

Not to mention this blog post, which will then be posted to our site, and shared to our followers and their followers and their followers’ followers, etc.

So, due to Fitwall’s brand investment of establishing the company as “the first truly global fitness brand”, it is able to gain loyal members and not just one-time customers. Their lists of “Results” far exceed the one “Return” on their overall investment.

We in the marketing world should work backwards from these successes in order to truly measure a brand’s investment and encourage companies to invest in the foundation of the business.

If you found this information helpful, be sure to check out our post  “The Best for Businesses to Appeal to Millennial’s on Social Media”. Organik SEO is passionate about helping businesses grow by tapping into the power of social media and SEO. To discuss how we can help you grow your business, contact us today.

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