In making the case for enterprise 2.0 and web 2.0, there is usually the argument about showing the return on investment from the CIO and CMO. I ran across the Afterthought column in E Content magazine by David Meerman Scott: Unlearn What You Have Learned.
“I suggest that when people are faced with the inevitable push back from executives about “the ROI thing” to ask the executives a few questions: 1) Have you answered a direct mail ad or visited a tradeshow as an attendee? (Nearly all answer “No.”) 2) Have you used Google or another search engine? (Nearly all answer “Yes.”) OK, I then ask, why are we putting all our marketing resources into the old stuff such as tradeshow booths and direct mail instead of the things that people are using today?”