In the world of marketing, success - and confirmation that things are being done right - is measured in terms of ROI. The ROI is the one that indicates that the correct decisions have been made and the magic number that serves to justify the marketing strategy to the managers of the company. Based on this, investment decisions are made, resources are positioned and actions are reduced. The obsession with ROI is what marks everything that is done.

But what ROI can be considered the most appropriate? Where is the border between Best database provider having done things well and not having lived up to what was expected or what should have been done?

One could almost say that here each company has its own trajectory and its own scale of data, based on historical results and expectations related to investment. However, it is possible to make a somewhat scientific average of the ROI and what is considered adequate.

This is what a study by Warc has just done , which has used the information in its database on advertising campaigns to establish the ROI that marketers should expect on average. That is, they have created, as a middle ground, an estimate of what an advertising campaign should report to be considered profitable.

Thus, the average ROI is at 2.26: 1. For every dollar invested in an advertising campaign, according to Warc accounts, marketers should achieve a return of $ 2.26 in net profit. The return must be measured in a 'clean' way, that is, with expenses and taxes already discounted.

The realities that improve ROI
This figure works as a middle ground, but Warc's own study points out that there are realities that trigger ROI, suggesting that marketers sometimes have to wait longer.

For one thing, the most popular campaigns end up with much higher ROIs. It is a question that seems almost logical. When a campaign becomes very popular, the return on investment made should skyrocket. The mean ROI in this case is $ 4 per dollar invested.

On the other, there is also a relationship between what a campaign costs and the ROI it entails. Campaigns that are very cheap tend to generate a stronger ROI ratio, since in the end they do not need to generate as much income to be profitable.

The ROI obsession
Of course, in Warc's own study they point out in passing that marketers have certain problems measuring ROI well. It is not a new reality.

ROI has haunted marketers for years, but for so long it has become a complex Buy Mobile Databaseelement and one that is not always done right. Marketers haven't been able to create a perfect account that allows them to measure results, but they have already become obsessed with it.

This obsession is marked by the role that ROI has within the company. It has become a kind of language that everyone understands, especially those who make financial decisions. Four out of five marketers say they receive internal pressure to offer ROI data: their bosses want them to turn them into statistics - in any case - the success of the campaigns.