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.
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.
Marketing budgeting is flawed. Marketers are more confused about budgeting than ever before. Here’s your complete three-step guide to fixing it for 2023.
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.
Being able to justify each pound spent is a healthy mindset to have in any marketing business, say senior marketers from Diageo, CALM, AMS and Salesforce.
Marketers always ask me for examples of my clients’ marketing plans. I can’t give you that, but I can tell you how to write a good one.
A decade on from the launch of The Long and the Short of It, effectiveness experts Les Binet and Peter Field reflect on the book’s impact and look ahead to what’s next.
Senior marketers from Diageo, CALM, AMS and Salesforce discuss the role of curiosity and experimentation when it comes to stretching marketing budgets.
The social platform’s global marketing lead emphasises the need for a balanced approach, particularly in times of economic uncertainty, and the importance of backing up success with evidence.
There is no silver bullet for businesses when it comes to how much they should be investing in marketing, but can sticking to an optimum ratio as a proportion of sales guide marketers to meet their goals?
Achieving big things on a small budget is possible. Here are four things to consider.
Marketing director Ross Farquhar detailed how Little Moons maintained spend in a challenging economic environment.
As inflation takes its toll, marketers should get the whole business involved in the conversation about how to be smarter with budgets, says Paws.com marketing boss Adam Lawrenson.
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.
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.
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.
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.
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 to overcome some of the common pitfalls.
The third event in the Festival of Marketing’s Currency of Effectiveness series explored how marketers can make the case for investment in their business, with senior marketers explaining the importance of transparency in their relationships with stakeholders.
Ritson recommends marketers take a three-step approach to budget setting: match your budget to your business size, optimise the long and short, and measure them correctly.