Why ROMI Is the Key to Unlocking Success in India’s Multi-Touch, Mobile-First Market
In today’s fast-paced digital world, measuring the success of marketing efforts has become increasingly complex. With the rise of multi-touch and mobile-first consumer behavior, the traditional ROI (Return on Investment) metric may no longer be an accurate measure of a brand’s performance. This is where ROMI (Return on Marketing Investment) comes in – providing a more comprehensive and accurate way to evaluate marketing efforts.
In a recent article published on CampaignIndia, BornHi’s co-founder, Rishabh Dev, takes a deep dive into the limitations of traditional ROI in India’s digital landscape and the benefits of adopting ROMI as a metric.
The Flaws of Traditional ROI in India
In India, most brands still rely on the traditional ROI metric to measure the success of their marketing efforts. However, this approach has several limitations.
Firstly, traditional ROI only considers the last click or touchpoint before a conversion. This fails to take into account the various touchpoints and interactions a consumer has with a brand before making a purchase. In India, where consumers are highly influenced by family and friends, word-of-mouth and social media interactions play a significant role in the purchase decision – all of which are not captured by traditional ROI.
Additionally, traditional ROI does not factor in the impact of mobile devices on consumer behavior. With the majority of India’s population accessing the internet through their mobile devices, brands need to consider the impact of mobile on their marketing efforts and how it may affect ROI.
Introducing ROMI: A More Accurate Measure of Marketing Success
ROMI takes into account the entire marketing funnel and all touchpoints, providing a more comprehensive and accurate measure of a brand’s marketing success. It considers both online and offline channels, as well as the impact of mobile on consumer behavior.
As Rishabh Dev puts it, “ROMI is the most accurate way to measure marketing success in India’s multi-touch, mobile-first landscape.” It allows brands to understand the effectiveness of their marketing efforts and make data-driven decisions to optimize their strategies.
Creatore’s Take
As a premium Indian branding agency, Creatore understands the challenges and complexities of marketing in India’s digital landscape. We believe that ROMI is a powerful tool for brands to accurately measure their marketing success and make informed decisions for future strategies.
At Creatore, we offer a range of services, from social media marketing and Google Ads management to website development and SEO, to help your brand succeed in the digital space. Our team of experts in real estate marketing and branding are well-versed in utilizing ROMI to drive results for our clients.
Don’t let traditional ROI limit your brand’s potential. Embrace ROMI and see the difference it can make in your marketing efforts.