ROI high in marketing despite recession

The Nielson company, in a survey, discovered that investment in brand and marketing continues to take an uphill slope despite the recession.

Average short-term returns on investment were $1.9 over a 12-month span. ROI was high in emerging markets like the mid ' east, strong in China due to its strong consumer market and vast populace, and slightly lower in the US and Europe.

The web plays an emerging role in ROI. In the mid-east where there has been only 2% penetration of the web, media print is advocated and 40% of ROI stems from newspaper ads. Also different spending habits lead to great returns from in-shop promotions.

The idea is to differentiate from traditional methods of generating revenue and produce a judiciously mixed assortment of communication and distribution to meet specific conditions to enhance engagement and conversation thus leading to greater returns.

Magazine and newspapers may also be utilized to generate revenue and well as telecom as inAsia, Africa and Latin America. PR, corporate joint programmes and forums may well aid in generating greater ROI. TV ads may be an effective way to emotionally influence.

In the US a greater number of people spend time watching video as found by the Nielsen 3 Screen report- in addition to mobile and TV and this may well be an added tool.