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Kenneth Bator

“What’s the expected ROI on that?” I remember hearing those words in my first marketing job in the credit union industry nearly 20 years ago. Back then, that question was usually asked in response to a direct-mail campaign or a series of print ads.

Today, that same question is asked even more ardently by credit union CEOs and CFOs in the wake of arguably the worst financial crisis of our lifetime. Making a marketer’s job that much more difficult today is the rise of social media where success is tougher to measure and its usefulness almost impossible to understand by many board directors.

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