There is no doubt that figuring out your return on investment is an important part of determining where to put your marketing dollars. If you're not getting tangible, immediate results, why spend the money, right?
Not so fast. Marketers now consider the long-term benefit of digital marketing—the relationships acquired and maintained through social-media networks. Social media and digital marketing ROI needs to account for these benefits.
For example, the likelihood of having a client see you on Facebook, click a link to your website and become a paying client on the spot is pretty low. However, once she sees that you are a leader and an expert in your industry, you can begin to cultivate trust.
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