Digital having measurable results.

A natural trait of digital pr’s and marketers is that they have had to fight over the years for a more substancial chunk of the budget. But now, as finance directors have agreed,  they’ve dropped the digital jargon and buzzwords (to an extent) and begun speaking the same language as accountants, having pitched digital as measurable against targets with a demonstrable ROI.

This is, afterall, central to any campaign but is it now accepted by the money men as a legitimate moneymaking undertaking? How do the accountants feel about a move from measurable search and display towards the unknown quantities of social media?

Now, however, digital has become measurable and marketers talk now centres on ROI, aware of the need to make a business case for it.

Nevertheless, some argue that there also much research to be done defore finance execs and marketers can have a detailed discussion based on fact rather than the fear a brand will look old-fashioned if it does not join the latest trend.

When it comes to paid search though, there is no doubt surrounding its measurability.  You can see what you’ve paid and can track what interest that has generated, which is exactly why it is liked by finance execs alike.

Yet, some argue there still exists this knowledge gap between prs/marketers and finance directors and this could grow as new channels and jargon emerge. Certainly there is more talk about behavioural targeting, mobile and social media and thus, more discussion is required to provide more clarity regarding the basic issue of what your getting for each pound and the risks around this.

A helpful tip, make sure you go to the professionals.