Building Better Budgets
The targeted, cross-media campaign remains an effective marketing tool, but it's constantly evolving. The key to keeping up? Knowing where to spend.
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Sean Norris
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Where should marketers actually spend? "It depends," said Giddings. "If you have some track record or knowledge of what has worked in the past, then obviously focus on that more than anything else."
"We usually presume the marketer is looking to improve on past efforts," he continued. "With this in mind, we recommend allocating a percentage of the budget toward testing new things or variables—typically, the percentage of the test budget should not exceed 10 to 15 percent of the total."
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Sean Norris
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Sean Norris is editor-in-chief for Promo Marketing. Reach him at snorris@napco.com.
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