The Internet and social media have become some of the most important sources of information in our daily lives, privately as well as professionally. Therefore new media are also becoming more and more important as touch-points. Nevertheless, is it worth it to neglect traditional touch-points in the course of cost-intensive optimisation, just for the sake of a stronger presence online? This is a difficult question in the B2B sector. In their article in planung & analyse, Dr. Ludger Rolfes and Angela Hoffmann explain how measuring the Return on Marketing Investment can provide precise answers to this question.