{"id":441,"date":"2016-09-20T09:29:04","date_gmt":"2016-09-20T09:29:04","guid":{"rendered":"http:\/\/blog.dexem.com\/en\/?p=441"},"modified":"2025-01-28T10:53:26","modified_gmt":"2025-01-28T10:53:26","slug":"interview-with-digital-marketing-expert-yann-gourvennec-digital-marketing-roi-a-necessary-evil-to-be-measured-with-the-highest-honesty","status":"publish","type":"post","link":"https:\/\/blog.dexem.com\/en\/interview-with-digital-marketing-expert-yann-gourvennec-digital-marketing-roi-a-necessary-evil-to-be-measured-with-the-highest-honesty\/","title":{"rendered":"Interview with Digital Marketing Expert, Yann Gourvennec: “Digital Marketing ROI: A Necessary Evil To Be Measured With The Highest Honesty.”"},"content":{"rendered":"

Recently, we had the chance to interview Yann Gourvennec<\/strong>, founder and CEO of the agency ‘Visionary Marketing’ specialized in Digital Transformation. In his interview, he shares with us his vision on how to measure the ROI of Digital Marketing.<\/p>\n

Yann Gourvennec, you are the founder of the Digital Marketing Agency ‘Visionary Marketing’, Director of\u00a0Digital Business Strategy program\u00a0 and author \/ speaker. Can you briefly introduce yourself?<\/strong><\/h2>\n

I founded my Digital Marketing agency in 2014, but I created the website named Visionary Marketing in 1995. I have worked for large companies, my last experience was at ‘Orange’ as the Digital Director. I spent many years moving organizations as an intrapreneur. In 2014, I moved on the other side of the fence and I took the\u00a0entrepreneurial leap.<\/p>\n

Our agency works on digital transformation missions<\/strong>, content marketing<\/strong> (blogs, ebooks etc.) and marketing automation<\/strong> to large groups and medium-sized companies in France and abroad.<\/p>\n

What is your definition of Digital Marketing ROI?<\/strong><\/h2>\n

Vast subject! I have no standard definition otherwise it would be too easy. Each manager must adapt its Digital Marketing ROI calculation according to his specialty. Digital marketing is wide, as illustrated in the Gartner\u00a0Digital Marketing Transit\u00a0Map<\/a>.<\/p>\n

\"gartner-map\"<\/p>\n

Metrics are different depending on BtoB or BtoC sector<\/strong>, according to its segment, Bottom Up or Top Down Market. There is no standard. A lead can cost between 5 and 1500 euros according to its business sector. The ROI on a lead for an office-supply business will be easy to measure because the purchasing decision process is short. While the ROI on a niche, such as a CIO in a specific area on a specific industry, will be more complex to analyze. Every marketing manager should create its\u00a0own dashboard according to his\u00a0specific needs.<\/strong><\/p>\n

In addition, many elements are possible to analyze, but however, are not necessarily interesting.<\/strong> Others seem insignificant from a statistical point of view and yet are crucial. For example, links referring to an element of your website will certainly be constituted of a myriad of links bringing a few visits, a “long tail<\/strong>” of words created by Chris Anderson, or that is precisely that long tail that makes the value of SEO, and not only the few important links that point to you. Things are not as simple as they sometimes appear to be.<\/p>\n

Another element that does not mean anything in terms of analysis is the number of fans on Facebook, for example. It is often a metric that is presented during board meetings where people are somewhat lost with all those data, and try to cling to something known. \u2018Look, we have won 200 \u201cfans\u201d on Facebook! Congratulations, but in terms of ROI, it\u2019s not necessary very interesting because your commitment rate will fall accordingly.<\/p>\n

At the\u00a0opposite\u00a0side of\u00a0this spectrum, we can find the Word-of-Mouth Marketing (WOMM)<\/strong>. This is a widely used tactic in Digital Marketing, inexpensive, but difficult to measure. Indeed, it is much more difficult to demonstrate the ROI of a technique that does not cost much money, than to prove the ROI of an expensive advertising campaign. Marketers like to spend, because “If I spent a lot of money, it means it\u2019s important”, as Fran\u00e7ois Laurent likes to repeat, President of Adetem, and he is right.<\/p>\n

For Social Media in particular, ROI calculation remains a real headache. The number of views or shares may be meaningless while it is possible to make profitable a marketing operation on only one verbatim. This happened to me many times in B2B: just a good recommendation or an enthusiastic reader can make a lucrative sale.<\/p>\n

\n

\n

You can't put a price on word of mouth, which is why investing in clear messaging is key. https:\/\/t.co\/l5TdaSrV5d<\/a> pic.twitter.com\/KRlfV8jbsy<\/a><\/p>\n

— Intercom (@intercom) September 14, 2016<\/a><\/p><\/blockquote>\n