Introduction to Marketing ROI
In a context marked by budgetary pressure and the growing need for profitability, marketing ROI (Return On Investment) is the key indicator for managing, justifying and optimizing marketing expenses. But is performance based solely on numbers, or should customer experience also be integrated into the calculation? That's where the ROX (Return On Experience), a complementary approach that is gaining momentum.
Definition and calculation of ROI in marketing
Marketing ROI measures the profitability of marketing actions by relating the benefits generated and the investments made on a campaign, a lever or a global strategy. It is generally expressed as a percentage and is used to assess whether a transaction was profitable or loss-making.
Universal Marketing ROI Formula:
ROI= (Revenue−Costs) Costs×100KING=Costs (Revenues−Costs) ×100
Example:
A campaign costs €2,000 and generates €7,000 in sales.
The ROI = ((7,000 - 2,000)/2,000) x 100 = 250%.
Each euro invested therefore brings back €2.5 in profit.
Key indicators to be analyzed:
- Net gain generated by the campaign
- Conversion rate
- Cost per lead (CPL) and acquisition cost
- Customer lifetime value (LTV)
- Sales cycle length
Strategic importance of ROI for decision makers
ROI is not just about “looking good” in reports. It allows you to:
- Justify and optimize marketing budgets to management or investors
- Identify the most profitable channels or campaigns (SEO, Ads, social, events...)
- Arbitrating investments between tests, automation, acquisition and loyalty
- Evaluate the real performance of marketing actions and forecast future budgets
ROI vs ROX, what is the difference for your strategy?
ROI: The business indicator of profitability
ROI measures pure financial performance. It is precise, quantifiable and focused on immediate performance (short or medium term perspective).
Advantages:
- Fast performance measurement (sales, leads, generated sales)
- Ideal for managing and optimizing budgets
Boundaries:
- Does not take into account emotional impact or loyalty
- Sometimes underestimate the role of branding, reputation or long-term commitment
ROX: The Experience Indicator and Perceived Value
The ROX (Return On Experience) goes further: it assesses the impact of marketing actions on the overall customer experience, brand attachment, satisfaction, loyalty and even recommendation.
ROX is about measuring:
- The experience lived during interactions (UX, service, customer support...)
- Commitment and loyalty created over the long term
- The “soft” impact on growth (recommendation, word-of-mouth, communities)
The two approaches are complementary in a modern marketing strategy: ROI to effectively manage budgets, ROX to build a solid and differentiating customer relationship.
Best practices to improve your marketing ROI
- Define SMART goals and key indicators (KPIs) adapted to each campaign
- Segment and personalize your actions to maximize the conversion rate
- Automate monitoring to measure in real time and adjust quickly
- Dare to A/B testing to continuously optimize each marketing lever
- Integrate customer feedback to adjust the experience and increase loyalty (ROX)
Limits of ROI and the rise of ROX in modern marketing
ROI remains the foundation of marketing performance... but it is no longer enough. Faced with increased competition and complex cross-channel journeys, emotion, commitment and global experience have become major growth drivers — sometimes less quantifiable but just as decisive.
ROX: the ROI ally for sustainable growth.
Combining immediate impact analysis (ROI) and global experience management (ROX) offers a 360° vision of performance. The future of marketing belongs to brands that can measure and manage these two dimensions.
FAQ: Answers to the most frequently asked questions about marketing ROI:
What is ROI in marketing?
The ROI (Return On Investment) In marketing is a performance indicator that allows measuring the return on investment of an action or a campaign. It compares the earnings generated (sales, leads, conversions) to costs incurred (media budget, content production, rental of a holographic device, etc.).
For example, a business that uses a 3D hologram can follow the number of visitors, measure theinvolvement and accurately assess the Value of conversions generated.
How is marketing ROI calculated?
The ROI formula is as follows:
(Earnings — Costs) ÷ Costs × 100
Example: a company invests €1,000 in a campaign and generates €5,000 in turnover. The ROI is then 400%.
Tools like Google Analytics, a CRM, or solutions from Tracking marketing allow Calculate ROI reliably and automatically.
What is a good ROI?
One Positive ROI Indicates that the campaign is profitable. In the field of digital marketing, an ROI greater than 300% is generally considered to be efficient.
However, it is essential to take into account other dimensions:
- The customer acquisition cost
- The conversion rate
- The average basket
- La Loyalty (customer lifetime value, or LTV)
- La customer satisfaction
A holographic device that is well integrated into the strategy can significantly increase these indicators.
How do you read or interpret ROI?
An ROI of 100% means you've doubled your investment. The higher this number, the more successful the campaign is. The analysis must be done according to marketing goals defined: visibility, acquisition, engagement, conversions, etc.
According to the type of campaign:
- En Inbound marketing, ROI is part of a medium/long term logic
- En e-commerce, ROI is often measured in the short term
- En DOOH or in a showroom, a hologram can immediately amplify the visual impact and the conversion rate
What is the difference between ROI and ROX?
- The KING Measure the direct financial profitability
- The ROX (Return On Experience) Evaluate the quality of the customer experience and its impact on the Loyalty, the recommendation, and the brand value
For example, a Holobox installed in stores can generate a High ROX by attracting attention, by strengthening brand memory, even without immediate sales. It is a powerful differentiator.
What are the 5 qualities of a good marketing ROI?
What are the other marketing KPIs to watch out for?
Here are the main ones marketing performance indicators to watch out for:
- Conversion rate
- Number of visitors
- Cost per lead (CPL)
- Customer lifetime value (LTV)
- Net Promoter Score (NPS)
- Social media engagement
- Content exposure time
- Marketing campaign performance via email, social media, or DOOH
How to optimize ROI thanks to holograms?
The addition of a holographic device in a marketing strategy makes it possible to:
- Attracting more traffic on stands, windows or lounges
- Creating a differentiating experience, memorable and measurable
- Increase engagement rate And the conversions
Les solutions proposed by Holovisio (propellers, Holoboxes, pyramids, projections on transparent film) allow brands to combine visual impact and tangible return on investment.
In summary:
ROI remains an essential pillar of performance marketing. But to build sustainable growth, it is essential to take ROX into account, using innovative devices such as immersive holograms. These technologies make it possible to convert attention into measurable results, and to build a real customer experience around the brand.
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