It's September. You're being bugged for next year's marketing budget.
Spending is an art form. Don't let anyone tell you otherwise.
Sure, year-over-year analytics tell you which channels have produced, but—like any investment—"past performance is no guarantee of future results." We'd all still be buying full-page ads in trade magazines, if that were so.
For my money, your mix next year (ranked by percent of total spend) should look like this:
Spending is an art form. Don't let anyone tell you otherwise.
Sure, year-over-year analytics tell you which channels have produced, but—like any investment—"past performance is no guarantee of future results." We'd all still be buying full-page ads in trade magazines, if that were so.
For my money, your mix next year (ranked by percent of total spend) should look like this:
- Events
- Telemarketing
- Direct mail
- Retargeting
- SEO
- PPC
- Social
Too many channels for your paltry budget? Then work the list from the top down. You can't go wrong.
Don't be tempted to lay all your money on low-cost channels (like email and social), just because they're low cost.
Don't be tempted to lay all your money on low-cost channels (like email and social), just because they're low cost.