Is your marketing budget actually delivering a return?

“Half the money I spend on advertising is wasted: the trouble is I don’t know which half.” Marketing pioneer John Wanamaker may have been forgiven for his lack of insight into his advertising budget back in the late 19th century, but what of today’s marketers? Surely in today’s data-driven age, accessing and utilising marketing budget data is commonplace? But in a world where there is a plentiful supply of data and information to aid marketing planning and decision making, it was quite shocking to see in new research that so many firms are investing in marketing activities that they openly admit are neither important nor effective.

October 19th, 2017