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News & Publications

The Strange Case of the Invisible Woman (by Bob Hoffman – Type A Group)

Marketers and advertisers are obsessed with young people and ignore the most valuable market in the history of markets — people over 50. Today we’re going to get a little more “granular” and talk specifically about the mystery of why advertisers ignore women over 50.

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Michel Sara in Global leader series by Chiara Molena

After gaining the 10-year expat badge and working for over 8 years in corporate across China, Australia and the UK, I recently realised that I have way more questions than answers. Very conscious of what I don’t know, I decided to spend some time collecting what I believe is the most valuable currency to invest in my … Continue reading Michel Sara in Global leader series by Chiara Molena

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Zero-based budgeting is the highest signal of marketing skill

In his article, Mark Ritson, Marketing professor and columnist says: “Zero-based budgeting is the highest signal of marketing skill”. That’s what ROI\marketing has been delivering to its clients for over a decade.                

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(In French only) Communications ROIstes : un faux sujet

Faut-il ou non faire du ROI ? Pour Michel Sara, fondateur de ROImarketing, le fameux retour sur investissement ne doit pas servir d’argument massue au moment de la négociation des budgets. Explications.

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Advertisers are missing out on $45bn profit

A study by Ebiquity, released yesterday in Cannes, analysed some 2,500 campaigns over three years, regionally weighted in order to build a global number, with the total media investment representing $375bn in global ad spend, or roughly 76% of the total global advertising market. The focus was on channels where the profit impact at different … Continue reading Advertisers are missing out on $45bn profit

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Shutting down its Twitter, Facebook and Instagram pages: No business impact

Excellent perspective on the use of social media in the corporate world.  

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Facebook forgot about the golden goose of connecting people together

Excellent article about the recent changes in Facebook news feed. I will cite one sentence from Ritson but encourage to read all the article: “Zuckerberg has realised that Facebook has lost its way. Somewhere among the golden eggs of billion-dollar profits and advertising income, Facebook forgot about the golden goose of connecting people together.”  

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In 2017, reach was the buzzword

Insightful post: taking care of heavy users and core clients is fine but don’t forget to reach out to occasional consumers. At ARF conference, Nielsen Catalina unveiled a study which concluded that reach was an important sales driver, accounting for 22% of sales growth; the only factor listed above it was ad creative, with 47%. Targeting … Continue reading In 2017, reach was the buzzword

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Zero Based Budgeting applied to marketing & communication

ZBB means Zero-Based Budgeting. The idea behind this acronym is simple yet powerful: start from a blank page. This discipline originally used to increase the efficiency of physical assets is quickly gaining momentum in the areas of marketing and communication. Unilever is an example of a large-scale deployment of ZBB in these areas. A change … Continue reading Zero Based Budgeting applied to marketing & communication

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(In French only) Adoptez l’approche Zero-Based Budget (ZBB)

For English version, see here. ZBB est l’acronyme de Zero-Based Budgeting. Derrière cet acronyme, se cache une idée toute simple mais oh combien puissante : démarrer d’une feuille blanche. Cette pratique, qui à l’origine était utilisée pour augmenter l’efficacité d’actifs physiques (bureaux, centres de production) se répand dans les fonctions marketing et communication, comme l’a démontré récemment … Continue reading (In French only) Adoptez l’approche Zero-Based Budget (ZBB)

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(In French only) Millennials : stop au bullshit

Ainsi va notre profession, de buzzword en buzzword, mais elle trouve rarement le temps d’investiguer ce qui se cache derrière… Michel Sara, Fondateur de ROI Marketing, propose une rapide synthèse qui devrait remettre du factuel derrière l’étendard des millennials. Lire l’article sur le site de l’ADN

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Media buying’s deadly sins – and why agencies are too late to save their souls

Last week saw the great and the good of the advertising world trundle to New York City for Advertising Week – four days of talks, events, awards and general navel-gazing. If you have been to any advertising event you can imagine how it generally went down: the usual ongoing orgy of ‘disruptive digital purpose’ and … Continue reading Media buying’s deadly sins – and why agencies are too late to save their souls

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Marketing leaders favour digital over more traditional skills

As the debate over the changing craft of marketing becomes a preoccupation for the industry, an in-depth survey has revealed marketing leaders are favouring digital and analytics capabilities over more traditional skills. A must read article.

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(in French only) Adoptez le ZBB, comme Unilever

ZBB est l’acronyme de Zero-Based Budgeting derrière lequel se cache l’idée toute simple mais oh combien puissante : démarrer d’une feuille blanche. Explications de Michel Sara, fondateur de ROI\marketing.

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(In French only) Pub. digitale : faut-il dépenser autant ?

Regardez de près comment vos euros dépensés en bannières se réduisent à des centimes et ne perdez pas de vue les fondamentaux. Explications de Michel Sara, fondateur de ROI\marketing.

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(in French only) Comment construire un plan de communication intégré et efficace?

Beam Suntory est une entreprise de spiritueux située au troisième rang mondial dans son secteur d’activité. D’un point de vue marketing, un objectif clé est de développer des stratégies de croissance de marques, en choisissant les bons investissements marketing dans tous les pays pour y réussir les déploiements au niveau local. Il est donc indispensable pour Beam Suntory de construire un plan de communication intégré et efficace.

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(In French only) ROI\marketing : pour mieux investir en communication

Est-il possible de mieux allouer les millions qui sont dépensés en communication ? Michel Sara, fondateur de ROI\Marketing, montre le chemin aux annonceurs. Lire l’interview sur le site de l’ADN 

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(In French only) Comment mieux allouer vos ressources marketing ?

Retour d’expérience de Francois Bazini, Senior Vice President marketing international chez Beam Suntory, sur l’approche menée avec ROI\marketing

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OOH in its 360 environment: the MCA perspective

Michel Sara, guest speaker and the FEPE annual congress in Barcelona, June 2016 OOH in its 360 environment: the MCA perspective from ROI\marketing

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(in French only) Pilote optimisation sur données MCA

ROI\marketing and SLPV analytics have developed a pilot to use MCA data for modeling purpose. For more information, contact us. Pilote optimisation sur données MCA from ROI\marketing

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(in French only) Social media is… social media

Michel Sara, guest sepaker at Assises de la Promotion in Paris, March 2016 Social media is… social media (in French) from ROI\marketing

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(In French only) Social media : quelle juste place ?

La réponse de Michel Sara à Ghislain Tenneson, co-Directeur du planning stratégique de l’agence Marcel

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(In French only) Dialogue sur les réseaux sociaux : on y a pourtant cru

Dans cette tribune parue le 4 Décembre 2015 sur le site de l’ADN, Michel Sara, fondateur & Directeur général de ROI\marketing, donne sa vision de l’apport des réseaux sociaux à la stratégie de communication des marques.

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(In French only) Ce n’est pas qu’une affaire de plomberie…

Dans cette tribune parue le 19 Novembre 2015 sur le site de l’ADN, Michaël Bendavid, Directeur général de Strategic Research, explique que l’efficacité marketing ne saurait se réduire à une utilisation optimale des touchpoints.

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(In French only) Quand BEL optimise ses ressources marketing

Cécile Château, Directrice Marketing et Category Management de BEL France, a engagé un processus d’optimisation de l’allocation de ses ressources marketing et communication avec l’aide de ROI\marketing. Retour d’expérience.

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(In French only) Lilly Wood & The Prick et Carrefour : est-ce vraiment optimiste ?

Pour cette dernière tribune dans l’ADN avant la trêve estivale, Michel Sara, fondateur de ROI\marketing, évoque un sujet plus léger : le niveau d’anglais des Français. Illustration avec le cas de Carrefour et de Lilly Wood & the Prick. Vous avez dit optimiste ?

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(In French only) Communication déclinée vs intégrée

Les plans de communication 360 sont surtout déclinés et pas suffisamment intégrés. Derrière cette différence sémantique, se cache une différence radicale d’efficacité.

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(In French only) Marketing & Communication : Visez l’efficacité

Michel Sara, Fondateur de ROI\marketing revient sur l’importance de l’efficacité, sujet plus challengeant et impliquant des arbitrages transversaux.

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Is the effectiveness and visibility of the digital ads reflected by the ad spending?

Different studies showed that results are not correlated to ads spending.

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Consumer usage ahead of mobile ad spend

A study made by Mary Meekers based on IAB Ad spent data showed a high potential of growth for the Internet ad and especially for the mobile ad spending market.

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Are native ads more effective than traditional display banner ads?

A study shows that Native ads are more effective than traditional display banner ads

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10 KPI’s to track your brand’s performance on Facebook

Here are 10 KPI’s to track your brand’s performance on Facebook.

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5 tricks to an effective & coherent omni-channel deployment

For brands to ensure an omni-channel deployment, it should be done in an effective and coherent way. Here are 5 tricks.

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