Given the web industry’s overall performance so far in educating its own market, in language the market can understand, I wouldn’t hold your breath waiting for it to happen.

It’s a big topic. But basically, if even 10% of the energy that we web industry people spend waving our hands at each other via blogs and forums was channelled at the client base (assuming the client base was interested) things might begin to change.

Measuring ROI on online advertising can mean completely different things to different clients. A lot of them are set in their old ways though and don’t see how online marketing is different to offline.

Your comment about “knowing your ROI - otherwise, what’s the point” is spot on the mark.