It always surprises how many people view having a website or a Facebook page as an expectation rather than a requirement.
Likewise, I’m astonished at the number of companies delivering such services with little or no regard to the marketing equation of product, service, target market and budget.
Let’s take marketing back to basics.
Recently, a seed business came to us interested in a website. Reviewing their marketing equation we advised that the budget should be used for direct marketing such as leaflets together with brand awareness activity using Twitter and Facebook. This model enabled the company to grow quickly and create a more fluent cash flow.
At the other end of the scale, we were approached by a London-based e-learning company with a turnover of £60 million. We were able to demonstrate that even if they invested £12,000 a month on an existing pay-per-click campaign they would never make profit. Instead, we proposed a new campaign that would generate profits from day one, with no increase to the budget.
A successful marketing campaign is one grounded on intelligent, analytical and customer-focused research. That’s the requirement. Follow expectation and your marketing will be less effective on your bottom line.
By Samuel Adams, Direct2Digital