We often measure ROI for our marketing campaigns. But what about VOI?

Let’s break it down:

🔁 ROI = Return on Investment

– Revenue

– ROAS

– CPA

– Conversions

– Pipeline value

– Leads

💡 VOI = Value on Investment

– Brand awareness

– Share of voice

– Social media engagement

– Customer satisfaction & loyalty

– Industry reputation

– Podcasts & webinars

While ROI is measurable, VOI is more intangible — yet equally crucial. In today’s multi-touchpoint consumer journey, VOI fuels ROI.

“BCG research reveals that the ‘4S behaviors’ defining today’s consumer experience — streaming, scrolling, searching, and shopping — have fundamentally reshaped how people discover and engage with brands. Understanding each behavior and adapting your marketing will be critical to reaching audiences, resonating with them, and, ultimately, driving sales.” ~ Google

🚀 Great marketers don’t choose between ROI and VOI.

They master both — and build sustainable growth.

P.S. I first came across the term “VOI” on the SparkToro blog