Browse Definitions:
Definition

return on marketing investment (ROMI)

Contributor(s): Guy R. Powell

Return on marketing investment (ROMI) is a metric used to measure the overall effectiveness of a marketing campaign to help marketers make better decisions about allocating future investments. ROMI is usually used in online marketing, though integrated campaigns that span print, broadcast and social media may also rely on it for determining overall success. ROMI is a subset of ROI (return on investment). 

In the simplest sense, ROMI is measured by comparing revenue gains against marketing investment. This calculation, however, reflects only the direct impact of marketing investment on a business's revenue. As a result, many digital marketers include dwell time or brand awareness in their ROMI metrics in an effort to quantify less tangible benefits and target future campaigns more effectively. According to ROMI expert Gary R. Powell, with the right data and analytics, marketers can deliver between 8% - 15% increased revenue, profit and market share to the client without any increase in marketing investment.

Return on marketing opportunity (ROMO) is a similar metric used by digital marketers that focused on the wider influence of a campaign. Both terms are part of a wider attempt in the industry to measure impact-based advertising.

Learn more about IT:
>
 Marketing Evolution.com features a downloadable case study about evaluating the return on marketing objectives (ROMO). (PDF)
> Guy R. Powell explains advertising, branding, ROMI and PR ROI in his book, "Return on Marketing Investment."
 

This was last updated in October 2008

Start the conversation

Send me notifications when other members comment.

By submitting you agree to receive email from TechTarget and its partners. If you reside outside of the United States, you consent to having your personal data transferred to and processed in the United States. Privacy

Please create a username to comment.

-ADS BY GOOGLE

Dateiendungen und Dateiformate

Gesponsert von:

SearchCompliance

  • internal audit (IA)

    An internal audit (IA) is an organizational initiative to monitor and analyze its own business operations in order to determine ...

  • pure risk (absolute risk)

    Pure risk, also called absolute risk, is a category of threat that is beyond human control and has only one possible outcome if ...

  • risk assessment

    Risk assessment is the identification of hazards that could negatively impact an organization's ability to conduct business.

SearchSecurity

  • security information and event management (SIEM)

    Security information and event management (SIEM) is an approach to security management that seeks to provide a holistic view of ...

  • polymorphic virus

    A polymorphic virus is a harmful, destructive or intrusive type of malware that can change or 'morph,' making it difficult to ...

  • cyberterrorism

    According to the U.S. Federal Bureau of Investigation, cyberterrorism is any 'premeditated, politically motivated attack against ...

SearchHealthIT

  • accountable care organization (ACO)

    An accountable care organization (ACO) is an association of hospitals, healthcare providers and insurers in which all parties ...

  • patient engagement

    Patient engagement is an ideal healthcare situation in which people are well-informed about -- and motivated to be involved -- in...

  • personal health record (PHR)

    A personal health record (PHR) is a collection of health-related information that is documented and maintained by the individual ...

SearchDisasterRecovery

  • business continuity and disaster recovery (BCDR)

    Business continuity and disaster recovery (BCDR) are closely related practices that describe an organization's preparation for ...

  • business continuity plan (BCP)

    A business continuity plan (BCP) is a document that consists of the critical information an organization needs to continue ...

  • call tree

    A call tree -- sometimes referred to as a phone tree -- is a telecommunications chain for notifying specific individuals of an ...

SearchStorage

  • NVMe over Fabrics (NVMe-oF)

    NVMe over Fabrics (NVMe-oF) is a technology specification designed to enable nonvolatile memory express message-based commands to...

  • cloud object storage

    Cloud object storage is a format for storing unstructured data in the cloud.

  • parallel file system

    A parallel file system is a software component designed to store data across multiple networked servers and to facilitate ...

SearchSolidStateStorage

  • hybrid hard disk drive (HDD)

    A hybrid hard disk drive is an electromechanical spinning hard disk that contains some amount of NAND Flash memory.

Close