In Marketing Week’s new subscriber-exclusive webinar series, three marketers discuss the importance of planning before budgeting, speaking the same language and using data and analytics to make your case.
How you spend the biggest part of your marketing budget depends on your brand and audience, but there are a few things all brands should pay attention to.
Running the numbers through different scenarios enables you to identify the budget that’s needed to reach your targets and will make it more likely to be approved.
Budgeting and planning season may sometimes feel like fighting a losing battle for marketers, but it should be a moment to reflect and press forward, according to former marketing leaders.
For those facing tricky budget negotiations or trying to get innovation green-lit there’s no silver bullet to success, but there is plenty you can do to maximise the chance of sign-off.
Five former CMOs with lots of experience across a multitude of sectors and brands share their budgeting horror stories and the lessons they’ve learnt along the way.
If the retailer doesn’t make £1.50 profit on each pound spent on marketing, it’s marketing budget will be reduced, said the business’s CEO.
After identifying core segments and updating the positioning for most brands over the past few months, our secret marketer has now reached the end of strategy development. Next up: setting objectives.
Last year Mark Ritson put forward his triple-cooked chips method for budgeting, but Grace Kite reckons it’s worth dunking them one extra time to take into account the strength of demand in the economy, your target market and category.
As part of a new mini-series looking at the different stages of planning, from strategy setting and targets to budget and ambition, our marketer on the inside shares how they are overcoming some of the common pitfalls.
The second-half of the year will continue to see investment under scrutiny, with macro-economic circumstances continuing to put media budgets under pressure but that doesn’t mean there isn’t room for optimism.
As part of a new mini-series looking at the different stages of planning, from strategy setting and targets to budget and ambition, our marketer on the inside shares how they are overcoming some of the common pitfalls.
A troubled economy is making marketers more sales-focused at the expense of brand marketing, according to Marketing Week’s Language of Effectiveness Survey 2023.
Performance-focused metrics top list of what marketers believe senior stakeholders want to see, with nearly 50% believing the board is too focused on ROI.
Despite the challenging economic environment, a new report from Linkedin shows many B2B marketers are set for increased budgets, backed by finance peers who have greater faith in their ability to drive revenue.