What does Social Media ROI Looks Like Globally?–a Bangkok Perspective

Having just completed a two-day session with marketing professionals in Bangkok, I wanted to share a perspective of how online social strategy and ROI figure into this part of the world.  What I came away with was the understanding that digital marketers here are in no way behind vs. their western counterparts.

What is most obvious to me is that social elements in marketing should not be considered apart from the traditional, non-social elements. Second is that the return on each part of the marketing mix can actually be measured pretty well – the social is actually the easiest part of it.  Today with the tools, tactics and technology at our disposal, we can definitely get the answer to these questions about what’s working.  The next question that seemed to come up then was “should the investment be made to measure ROI?”  Imagine it cost $20 to find out that a marketing campaign brought in another $5 in incremental revenue?  The investment in measuring the return on the campaign would just not make sense – it’s a question then of can we afford the ROI data itself?