Death of the marketing budget
December 16, 2009 |
For the right advertisers, the internet offers numerous ways to create demonstrable and predictable ROI from one's marketing efforts. Thus, there is no longer the need for a budget that limits progressive marketers.
When one sees positive ROI from a marketing campaign, the profit-maximizing thing to do is spend as much as you can. Unfortunately, this is a completely different mindset from the static, set-piece budget battles that marketers have fought with their corporate counterparts throughout the 20th century.
If you're frustrated by the annual scramble for budget scraps, it's time to initiate a conversation within your company that moves your model beyond the antiquated set-in-stone marketing budget. Read on to gain a better understanding of the case to be made for performance marketing, whereby your success dictates greater marketing reinvestments.
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