How to cope with ROI in a maze of interactions?
By going for a
multichannel approach. If done right, this will bring you data and conversion.
Multiple players, multiple ways of disseminating your story and articulating your campaign -all this while the different channels work as separate yet harmonized entities.
Know your buyer persona, talk to them giving them what they find useful (don't be patronizing) on the channel they want. Set up ways in which your social media may entertwine and "talk" to one another.
From TFM&A 2014, London
