Advertising - Public Relations

Academic literature also cited testimonies that were consistent with the aforementioned anecdote. A company's marketing investments typically produced higher returns when directed toward customer retention, according to an empirical study by Gupta and Lehmann from 2005. The study went on to say that the traditional ROI concept may overvalue short-term gains in the context of customer retention strategies and ignore the value that devoted customers produce over the long term. The necessity of assessing Video Marketing ROI within a larger contextual framework is emphasized by such academic insight. ..........................................

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