How much of my budget should I spend online?
 
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Posted 18/03/2008 10:00:06
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I work for a large retailer with both online and offline businesses. But how much of my marketing budget should I dedicate to online? Is there some kind of industry percentage I dont know about?
Post #1020
Posted 25/03/2008 14:56:40
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Emma, the question I can only answer as follows; make sure whatever you spend is measurable. It it's phone response, make sure you record it, i.e get admeter.co.uk to do that for you. If it's online you can measure it of course too. That's all I can give you for the moment as I don't know your business. But even if you measure it all in terms of response v expenditure you'll be doing better than most! Boyd Butler.
Post #1031
Posted 04/04/2008 15:05:30
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I couldn't agree with Boyd more. It really shouldn't be too difficult to structure your marketing activity both on and off line so that it can be measured.

It is scary how many people commit their marketing spend purely based on their own perception of their market rather than on tangible research/analysis evidence.

When it comes to splitting your budget between traditional and digital activity then it would be impossible to say without more knowledge of the market you are in and your customers purchasing habits. However the beauty of the digital medium is its flexibility and versatility, allowing you to execute and analyse sampling activity both quickly and inexpensively. This should enable you to compare ROI data against historic data from traditional activity (if you have such data available to you).

Good luck.

Post #1042
Posted 28/04/2008 11:59:08
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In my experience, the welter of data marketeers have access to when placing their ad-spend digitally only confuses them. There's no substitute for experience.
Post #1054
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