Many marketers are under pressure to 'do more with less', with CEOs demanding that sales grow with the same level of marketing support, or are maintained with less.
For many marketers, the knee jerk answer is to redirect money away from more expensive above-the-line media into less expensive digital advertising and direct marketing. But this is not necessarily the right thing to do – if your customers are heavily influenced by above-the-line media then taking a significant proportion of money away from it may not work.
So how can marketers achieve the impossible of doing more with less?
Where to start
Leveraging high-impact, low-cost touch points
Marketers should optimise their marketing ROI by focusing their spend on those high-impact touch points and messages that have the greatest influence.