Oct
20
2009
In the good ol’ days the marketing budget was the ground rule for all marketing. Sure you could stretch it here or there, but it was set, rigid, in stone, and if you wanted to gain something you had to pilfer from somewhere else in the budget.
This made sense, because often stretching a budget in a certain field of marketing would actually reduce the overall effectiveness of the campaign.
For example, with direct mail, the larger the list bought, normally the less targeted it becomes; or with advertising, repeat advertising, whilst reinforcing the message normally has less effectiveness with the same creative.
So, What’s Changed… ? Read more
Oct
15
2009
One of the key areas where full value can be achieved is by co-ordinating all areas of online marketing as an integrated approach will reap dividends. The traditional view of ‘horses for courses’ which may have served offline activity well works less well when there is, in the most part, a single destination – a website (or a business sitting behind the website).
The Challenge of the Multiple Supplier Approach
Say, for example, you want to achieve more incremental business: you contact an email specialist, a search-marketing agency and even a social media supplier… as well as liaising with your incumbent web developer – the time investment alone needed to co-ordinate and measure all this activity is substantial and then, beyond this, it is often difficult to pull together the fuller reporting structures to identify which aspect really worked for the campaign. With all suppliers claiming effectiveness – it is difficult to work out what needs to change to improve. Read more
