The #1 Reason for Marketing Fail

Posted by HollyHanna under Marketing
From http://www.theworkathomewoman.com 4651 days ago
Made Hot by: TalkingHedzPR on February 23, 2012 4:46 am

It’s easy to justify cutting marketing costs all together in a down economy. Why? Because you’re looking at it from the wrong perspective. Marketing isn’t a cost – it’s an investment.

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Comments

Written by justin_amendola
4649 days ago

Holly:

You raise some great points and I agree with most of them. I would also add that in order to justify a "marketing investment," a business needs to be able to effectively measure and monetize its marketing programs.

As Warren Buffett says, "Investing is the act of giving up some of your purchase power today in exchange for more purchase power in the future." Marketing is only an investment if a business is in the position to reap greater purchasing power in the future.

In my experience, many small businesses spend on marketing without clear objectives and measurement capabilities. Consistency is critical, but so is a view into what is expected (and when) from a marketing investment.

Thanks,

Justin

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Written by m4bmarketing
4649 days ago

Hi Holly,

Agree about consistency. One reason I think we don't give it enough time is perhaps we don't take the time to understand the dynamics of customers' behaviour.

Susan

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Written by HeatherStone
4651 days ago

Thanks for sharing. Consistency is important...in many respects. In marketing, it's the key to experimenting and building until you have a campaign that works.

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