ROI ROI ROI. (Which if you're French-speaking is king king king, but in the media/ad world is "return on investment.") A surprisingly vague term which basically means somehow getting more money from the stuff you advertise or spend on than the money you put in. Notoriously hard to figure out. But an obsession in today's digital media/measurability world.
Over on Congoo, where I've probably posted for the last time this year, I wrote of the steps MediaEdge took for a large retailer to get customers to take action based on where they were in the buying process for a large consumer item. Really, what the folks at MediaEdge did was simply think it through: If someone's searching a generic term like "washing machine" they're earlier in the process than if they search a specific brand name. So, for the former you give more information, and a way to get them interested, and for the latter you hit them with more of a "buy now" kind of message, perhaps discounting or other types of actionable
information, like where and how to find a store and buy the machine, call an 800 number and so on. It's smart, and really comes down to adding intelligence -- as in human thinking -- to the machine bits and bytes process.
That's the kind of high-end work people are supposed to do. And sometimes, it's really simple if you just think a bit.