Word to the Wise: ROI

A Return on investment (ROI) is a regular sufferer of misuse.

ROI is a financial term; however, some marketers consider nonfinancial items like time and effort as an investment and nonfinancial measures like increased brand awareness or loyalty as a return.

As much as they are forms of investments and returns, to avoid confusion it’s best to stick with ROI as a financial measure and use other terminology to define the non-dollar benefits from marketing initiatives and campaigns.

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