Not to beat up on an overused phrase, but “Show me the money” has turned into “Show me the results” when it comes to brands and marketers allocating their budget in these challenging economic conditions. It comes as no surprise that 59% of attendees surveyed at last month’s iMedia Brand Summit said they will be “heavying up on measureable, ROI-driven strategies.”
But what do “results” mean, exactly? There are so many different ways to spin it that it can
be hard for even the savviest of marketers to get to the bottom of what is actually relevant to them. At Buddy Media, we consider results to be engagement, or “someone doing something with your brand.” That something may be sending a virtual gift, playing a fun game or finding the cheapest gas in your area, either way, people are taking an action as opposed to delivering an impression.
