ROI FROM INTERNET CAMPAIGNS WITH FEMTO RISKS， PICO RESEARCH， NANO MONEY， & MICRO RESOURCES 網路廣告活動的投資報酬率 by Pushkar Sane, General Manager - SMG IP Asia

Does Internet really work? Are we getting enough ROI from our Internet Campaigns? How do we improve ROI?
網路真的有效嗎？我們能夠從網路活動上得到充分的投資報酬嗎？我們又該如何去增加我們的投資報酬率？

I keep hearing these (and many more) questions on Online Media。These days ROI has become the most important (read abused，overused or whatever) THREE letter word in the Advertising & Marketing World。We get to hear it from briefings to post campaign presentations。And rightfully so -especially in this era where marketing budgets are increasingly coming under more intense scrutiny。There is no doubt that as an industry we must be committed to delivering ROI and there should be no exceptions for Online Media。
我時常聽到關於網路媒體這方面的疑問，近來投資報酬率這三個字母已然成為廣告與行銷界最重要的字眼。我們不時從客戶的簡報與活動後檢討提案上聽到它。它是如此的正當…。尤其在這個行銷預算日漸被極度謹愼檢查的年代。毫無疑問每一產業都必需致力於達成投資成效，網路媒體也不例外。

But before we start discussing what a good ROI is for Online Media，I would like to ask some basic questions:
(1) How much MONEY are you investing in Online Media?
(2)What is the QUALITY (& QUANTITY) of Online Media Advisors or Champions?
(3)What is your RESEARCH BUDGET for Online Media?
(4)What is the LEVEL OF RISK are you willing to take?
但是在我們開始討論什麼是網路媒路上好的投資成效之前，我想先問各位下面這些基本的問題：
(1)你在網路媒體上投入了多少預算?
(2)網路廣告主或廣告活動的質與量?
(3)你在網路媒體上有多少研究預算?
(4)你願意承擔多大的風險？

If we were to look at it honestly，the answers would read like
(1)Little
(2)Quality/Quantity –below average compared to other mediums
(3)Insignificant
(4)None/Low
如果我們誠實的面對這些問題，答案可能是－
(1)沒有多少
(2)質/量–低於其他媒體上的平均
(3)極小量的研究預算
(4)不願意或僅能承擔極低的風險

Just imagine what would happen if you make a financial investment with very little amount of money，without any research on what works and whatdoesn’t，with a financial advisor who is inexperienced (and actually is more of an accountant rather than a financial advisor) and with a no or low risk outlook。I suspect you would get NO or NEGLIGIBLE returns on your investment。In that case should you blame the financial markets，instruments or your own investment outlook? In real life Returns are always linked to the Size of Investment，Depth of Research，Quality of Advice，and Levels of Risk。I think the same principles work when it comes to Online Media Investments。Therefore you’re unlikely to get good returns on Online Media if you continue to put ‘left over’budgets，depend on poor quality of advice，not conduct research and avoid taking risks。
試著想像如果你作了一個財務投資，祗投入了非常少量的金錢，沒有任何成效評估的研究，祗有一個經驗不足且帶著無風險或低風險觀點的財務顧問（而實際上他充其量祗是一位會計師），結果會如何？我惴測你可能得不到或者僅能獲取微不足道的投資收益。在這種情況下你應該責難於金融市場、投資工具或者是你自己的投資觀點？在現實生活中收益往往與你的投資規模、研究深度、專家建議的品質與風險的程度相連結。我認為同樣的原則亦適用於網路媒體投資上，當你持續投入“剩下來的”預算，仰賴劣質的建議，不執行研究同時避免承擔風險時，你是不可能有好的投資效益的。

somewhat failed to invest in Online Media in terms of budgets，people，and research。In most cases Online Media is an after thought in the overall media mix。It is often a ‘left over’piece of budget that can’t be fitted into TV，Print，OOH or even Radio。And this is in spite of strong indicators that the Online User Base has grown five-folds in last 5 years，Online Usage has gone up and broadband penetration is increasingrapidly。I think somewhere we need to step out of our ignorance & accept the reality that Consumers have embraced the Online Media。And by not investing in Online we’re widening the gap between us (Marketing & Advertising Community) & Consumers。
我很失望地看到在亞洲多數的行銷人員與代理商難以在網路上投入金錢、人力與研究。多數時候網路媒體在媒體組合中往往是在最後才被想到，總是那無法放入電視平面戶外甚至廣播的最後一點”剩餘的錢”。這種情形是在即使有強有力的資料顯示網路的使用者在過去5年成長了5倍，網路使用大幅提昇與寬頻普及率正在迅速增加中。我想某些方面我們必須踏出我們的無知與接受消費者已經擁抱網路的這個事實。由於不在網路上投資我們正在加大我們（行銷與廣告社群）與消費者之間的鴻溝。

If we want to calculate ROI for the Online Media then we should invest now。Otherwise let us forget ROI。And if we still want some analysis…we can always work out some ROLO(Return On Left Over) figures。
如果我們希望去計算網路媒體的投資報酬率，我們應該現在就開始投資，要不然就忘了它吧！如果我們仍然需要一些分析，我們總是可以找到一些”剩餘的錢”報酬率的數字。

FYI –As per SI (the International System of Units)Femto，Pico &Nanoare smaller than Micro。
附註－根據國際單位制，千兆分之一(Femto)、兆分之一(Pico)與十億分之一(Nano)都是比百萬分之一(Micro)更小的單位。