Question

Topic: Advertising/PR

% Of Budget Allowed To Mass Marketing Vs Direct

Posted by Anonymous on 5/5/2011 at 2:26 PM ET 125 Points
I wonder how much percentage of my budget should be allowed to mass marketing (tv, posters, web advertisement in general) vs how much % should be allowed to direct marketing (telephone and paper). Banking and financial industry in preference, but any information would be appreciate to help me compare my thoughts with the market.
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted on 5/5/2011 at 3:31 PM Accepted
    Depends on what your objective is, doesn't it? If the only objective is to spend the entire budget, than any split will work.

    If you have specific performance metrics, then you need to first make sure you have sufficient budget in total to achieve your objective. If not, then you'll have to either come up with more budget or adjust the objective downward.

    If you don't have a clear objective, or performance metrics that will tell you whether you're on track, then just put the money in your own bank account and nobody will know or care.

    If you have a clear objective and performance metrics that you're working against, you can test the allocation in increments to see what the right split is for your business and your market. It's different in every situation, so using averages from other industries or markets will only mislead you.
  • Posted by CarolBlaha on 5/5/2011 at 7:52 PM Accepted
    As a guerrilla marketer-- the majority of your marketing should be lazar sharp and direct. Mail is not in my mind "direct"and too passive. Phone is. In my world, one spends 10% of their marketing budget/time on "universe". 30% prospects, and 60% current and past customers.
  • Posted on 5/9/2011 at 1:53 PM Author
    Thanks to all of you for the answers. All of your answers helped me have a better understanding of how to distribute the budget. Even though I wanted to have a clear idea of the % one would recommend for direct vs mass marketing budget, I will definitely set the objectives and look at the metrics as you suggested.
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Advertising/PR)