Marketing Communication's ROI

Marketing is a core economic development function in most regions and states. What can we learn from the broader field of marketing that can improve our ED marketing? Plenty, I think. Here is one interesting bit of information from a recent survey looking at marketing communications and its ROI.

The survey finds that 51% of organizations surveyed directly link specific marketing communications tactics to specific dollar results. 40% have justified a larger budget by proving actual dollar return on investment. 40% have justified a program by pointing to measures of attitude change or inquiry generation.

My question is what would we discover from a similar survey of EDO's and how they account for marketing communication's ROI? Maybe we should find out.

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