scout - 5:37 pm on Dec 23, 2008 (gmt 0)
Instant, measurable ROI doesn't matter to these companies. To them, it's like billboard or TV advertising. If their competitor is doing it, they need to be doing it too. There's also the classic marketing executive that's trying to justify their existence, so they throw out phrases like lifetime value, market presence, etc. If asked directly to justify ROI, they'll pull a rabbit out of a hat.