Marketing often gets a bad name because marketers fail to demonstrate ROI. There are two parts to this issue: one is in the planning and the other is in the post-campaign measurement (which I'll cover in a future blog).
In this blog I'd like to share how I work out whether a campaign is going to deliver ROI. If I can't demonstrate that it has a high chance of success - before we start planning the actual activity - then it's scrapped. Even if it sounded like an amazing idea when it was first floated.
This process applies for almost all marketing activities and campaigns, whether it is advertising, email, direct mail, an exhibition or event, PR, or social media. Here's what you do...
With the whole year stretching out in front of us, it's easy to think that - this year - we'll have more time to do the things we want to do.
If your New Year's resolution is marketing, here are some excellent blogs to help you make the most of the time you spend marketing.
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