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.
The #1 Reason for Marketing Fail
Posted by HollyHanna under MarketingFrom http://www.theworkathomewoman.com 4441 days ago
Made Hot by: TalkingHedzPR on February 23, 2012 4:46 am
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Comments
4438 days ago
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
4438 days ago
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
4440 days ago