Determining a marketing budget that will enable a business to achieve its goals without wasting money is a perennial issue for marketers. There is no one size fits all solution, but over the years work has been done to find an optimum rate of marketing investment as a percentage of sales.
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.
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.
Setting budgets for the year ahead is never an easy task, let alone during periods of economic uncertainty. But the data shows there are three clear steps marketers can take now to ensure their spend pays off next year.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the need to shout about what a career in marketing could offer to the next steps for Pret’s subscription offer, it’s been a busy week. Here is my take.
ITV CEO Carolyn McCall has blamed a “stagnant” UK economy in a warning about the broadcaster’s advertising forecast.
In the latest episode of Marketing Week’s podcast series, Domino’s CMO Sarah Barron tells why she doesn’t ‘mess’ with brands and why getting the right capability is essential for building an effective marketing unit.
With stints at LVMH, Estée Lauder and Makeup by Mario under her belt, Estrid’s first chief brand officer Nico Morga Alden’s “risk prone” approach to her career has served her well.