Many tech startups reach a scale where they attain significant traffic and consumer interest to earn self-sufficient revenue [or almost] and want to shift the gear of activities to the next level. At such a stage, the most common question asked by them, as they look to undertake marketing initiatives, is “Why should I invest in listening and digital engagement initiatives?”
They do understand the importance, but the question arises on grounds of ROI. In addition, they would also have to justify the same to their VC/PE companies who have invested in them. [Some startups also consider investing in listening and digital engagement initiatives to raise awareness levels to ultimately seek VC/PE funding] The ROI mindset exists in large organizations as well, but they have the resources to hire experts to douse the same.
For these tech startups the exact answer lies in the following graph produced by a June 2011 Forrester Consulting study conducted on behalf of Dell. This was a study, the sample of which consisted of 200 US marketers.
This is obviously not a study conducted in the Indian marketplace but the answers are the same. Please do write to me in case you want a complete glance at the report.
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