Building and implementing a marketing stack is feasible for bigger firms with the resources to train and retain in-house talent and commission services from external agencies. But smaller businesses have a very different experience. With limited in-house expertise and tight budgets, their marketing efforts tend to be more ad-hoc. It’s often less a marketing strategy, and more a case of throwing spaghetti at the wall and hoping some of it sticks. As a result there’s a large segment of SME tourism businesses frittering their marketing budgets on pointless SEO campaigns, poorly-optimised PPC, and haphazard content marketing all further undermined by limited analytics and poor ROI attribution. Get the full story at Travolution Read also "Is marketing-as-a-service the future of marketing?"