Twitter? Recently, I have seen numbers of discussions and articles elsewhere in print newspapers (e.g. Wall Street Journal, Firms Seek Profit in Twitter´s Chatter, March 25, 2009, by Jessica E. Vascellaro, Business Week, How Companies use Twitter to Bolster Their Brands, September 6, 2008, by Rachael King) or blogs and social networks (LinkedIN, www.rainierdigital.com, etc.) that are talking about Twitter being not just a tool for entertainment and fun but also a business tool.
I am wondering, why so many questions and questionmarks arise around ROI of e-projects. E-projects usually take about 3% of the whole marketing budget in pharma. All the other 97 % are spent and ROI is very rarely measured and questioned in these. Why to bother so much about ROI of e. Should not we start using it and see real resulst and impact in our target audience behaviour?