Aug 02, 2022
In General Discussions
Stop with fixed marketing budgets, take the brake off your return If you work according to the principle that every dollar invested in marketing must contribute to the financial company objectives at the bottom of the line, then it does not make sense to work with a fixed marketing budget. Why would you do that as a company? It creates a semblance of control. In the meantime, it also ensures that growth and contribution to the financial result can be limited. With the brake on the number of euros that you invest, you as a company put the brake on the number of euros that is realized in return. Uncapping budgets. If the relationship between investments and returns can be clearly demonstrated, the investments in marketing should in fact simply form a 'variable cost item' within the P&L and budget. As long as it contributes to the realization of the business objectives, this item should be able to continue to grow indefinitely. 18. Do not send job function email list on a fixed CPA, CPS or CPL Steering on the wrong KPIs can in some cases turn out to be even worse than working without KPIs. If you measure a lot, that does not mean that the correct KPIs are also being steered. In many cases we still focus on KPIs that do not always match the desired effects for the entire company. Many advertisers steer on a fixed CPA, CPS or CPL. Not logical, because in those cases the focus is on the efficiency of individual (trans)actions instead of the desired results at the bottom. Just like working with fixed marketing budgets, working with a fixed CPA, CPS or CPL can put a huge brake on your growth. The auction systems of companies such as Google and Facebook reinforce that effect. The difference between bidding a CPA of 8 or 9 euros can in some cases result in significant differences in volume.