ROX is the new ROI
With the various alternative ways in doing effectively content marketing, it is important to measure the real-time data that can lead you to a better understanding of your target audience, a raft of actionable insights to create better content with, and a whole host of advanced analytics to promise success.
However, traditional return on investment (ROI) metrics are no longer sufficient on their own to determine your company’s success. Evaluating whether your value proposition, capabilities, and portfolio of products and services will create shareholder value requires laser focus on how well you’re meeting higher expectations around the customer experience.
A revolution in technology has created the devices and interfaces that allow people to interact with companies anywhere and anytime, and has enabled customers to influence a global audience with their comments or “likes.” - www.strategy-business.com
Organizations need to map consumers’ purchase journey, isolate the touch points and factors that drive experience, and then invest more in the parts of the company that will move the needle on those interactions and yield measurable results — or return on experience (ROX). ROX also needs to address whether the company is driving the behaviors in the organization that are key to designing and delivering better online and physical experiences. Should we be looking at return in different perspective?