{"id":12540,"date":"2022-04-07T22:48:41","date_gmt":"2022-04-07T20:48:41","guid":{"rendered":"https:\/\/www.werbewoche.ch\/?p=168959"},"modified":"2022-08-01T12:40:36","modified_gmt":"2022-08-01T10:40:36","slug":"was-bedeutet-eigentlich-romi","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/en\/marketing\/2022-04-07\/was-bedeutet-eigentlich-romi\/","title":{"rendered":"What does... \"ROMI\" actually mean?"},"content":{"rendered":"<img class=\"aligncenter wp-image-158930 size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2021\/10\/kolumne_pnp_wasnedeuteteigentlich.jpg\" alt=\"ROMI\" width=\"1200\" height=\"801\" \/>\r\n\r\nRomi? That's not the name of the new agency dog or the new intern. No, it's an acronym that currently enjoys almost as much attention as the two above, but spreads far less joy.\r\n\r\nAt the first hearing, the delegates of the agencies in the customer meeting had probably actually thought that they were talking about a person who was new to the marketing team. The second time around, they might have understood ROI and wondered what that was all about: <em>Return on investment<\/em> was until now only something that bankers, investors or financiers talked about, but not their client's marketing people?\r\n\r\nBut the third time they noticed - thanks to Live-Googlen - that it was serious. After all, the M in ROMI stands for marketing, so it had to have something to do with them.\r\n<h3><strong>Make everything provable<\/strong><\/h3>\r\nSo now ROMI is making the blood run cold in the veins of many an agency and customer. Suddenly, calculation is the order of the day! With the <em>Return on Marketing Investments<\/em> the factor of how much is left for the cause - i.e. the profit - after deducting all marketing expenses is determined as hard as nails. And deducting all expenses means EVERYTHING. That means everything that has anything remotely to do with marketing: Development, consulting, agency and production costs as well as all spending on media (including Google) and - not to forget - catering and travel expenses of the agencies. That adds up to quite a bit. This is now deducted from the revenues that were hopefully generated for the company through such measures. The result of this subtraction is then divided by the sum.\r\n\r\nThe result of this division is then the ROMI. Simple, isn't it? It means 5.5 in very good cases or just 1.0 or even less in bad cases. This means that the company has received back a factor of 5.50 or just a factor of 1 for every marketing franc invested. \"But you can't calculate like that\" or \"Marketing expenses are not costs, but investments\" are the exasperated cries of the agency representatives before they get into the fat cars in the visiting parking lot under the suspicious eyes of the customers and drive away resignedly.\r\n\r\nInstead of learning the formula by heart, both sides complain afterwards. Not only about rising gasoline and electricity prices, but also about the fact that advertising measures are now subject to ever stricter controls.\r\n\r\n<hr \/>\r\n\r\n<em>*\u00a0<strong>Benno Maggi\u00a0<\/strong>is co-founder and CEO of Partner &amp; Partner. He has been eavesdropping on the industry for over 30 years, discovering words and terms for us that can either be used for small talk, pomposity, excitement, playing Scrabble, or just because.<\/em>","protected":false},"excerpt":{"rendered":"<p>Romi? Das ist weder der Name des neuen Agenturhundes noch der neuen Praktikantin. Nein, es ist ein Akronym, das aktuell fast so viel Aufmerksamkeit geniesst wie die beiden oben genannten, aber weitaus weniger Freude verbreitet. Beim ersten H\u00f6ren hatten die Abgesandten der Agenturen im Kundenmeeting wohl tats\u00e4chlich gemeint, es werde \u00fcber eine Person gesprochen, die [\u2026]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"ROMI","_yoast_wpseo_metadesc":"Benno Maggi erkl\u00e4rt in seiner Kolumne \u00abWas bedeutet eigentlich...?\u00bb Begriffe aus dem Marketing- und Kommunikationsbereich.","articlekey":"","footnotes":""},"categories":[29],"tags":[3220],"class_list":["post-12540","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-romi"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Was bedeutet eigentlich\u2026 \u00abROMI\u00bb? - Organisator<\/title>\n<meta name=\"description\" content=\"Benno Maggi erkl\u00e4rt in seiner Kolumne \u00abWas bedeutet eigentlich...?\u00bb Begriffe aus dem Marketing- und Kommunikationsbereich.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.werbewoche.ch\/de\/marketing\/was-bedeutet-eigentlich\/2022-04-07\/was-bedeutet-eigentlich-romi\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Was bedeutet eigentlich\u2026 \u00abROMI\u00bb? 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