Show me the money: Measuring advertising and marketing ROI

Making every penny count is a must for any small business but how do you measure the return on investment (ROI) of your advertising and marketing campaigns? Verity Gough investigates.

There are many routes to market available these days but once you have allocated the advertising budget, launched a PR campaign or implemented an email marketing drive, how do you measure which medium is yielding the best results?

The digital revolution has transformed the way companies manage their marketing and advertising strategies and any business worth their salt should have an active web presence. Not only does it open up your business to a growing market but it offers one of the easiest ways to measure the ROI of any advertising and marketing directives.