cut costs by measuring

ACCOUNTABILITY IS CENTRAL TO COST EFFECTIVE MARKETING – 3 OBSERVATIONS Three words I dislike hearing more than most in marketing are – ‘difficult to say’, in response to the question – ‘what was the impact of your last campaign?’. That said, these are three words that are heard more than most in marketing in response […]

ACCOUNTABILITY IS CENTRAL TO COST EFFECTIVE MARKETING – 3 OBSERVATIONS Three words I dislike hearing more than most in marketing are – ‘difficult to say’, in response to the question – ‘what was the impact of your last campaign?’. That said, these are three words that are heard more than most in marketing in response to a range of questions including: Did that campaign increase sales? Did that that price impact on sales? Are online sales eating into offline sales? What impact is social media having on your business? I have heard these three words more times than I could count. Every time I hear them, I think – ‘I bet this is an area that will come under scrutiny next budget time’. It stands to reason – the less sure you can be about returns from an initiative, the more you and/or your managers will wonder if the budget…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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