The measure of marketing
The Secret Marketer’s column on the true cost of hiring a new manager also created debate. The article can be found here
Although I think it’s important to get a return on the investment of a new employee, determining the return on any marketing spend is notoriously difficult as there are so many potential external factors. Recruitment is a good example of this.
For example, a new recruit may not contribute directly to a campaign or product development, but may develop new processes to make the department more efficient, and allow the brand or business to develop stronger emotional ties with the consumer. These ties are essential in building a successful brand in the long term, yet cannot be measured easily or reliably using standard KPIs.
Anna
