3 marketing budget leaks to fix
Savvy marketers are careful with their budgets, but these common mistakes can drain money quickly and zap the effectiveness of your campaigns. Here’s how you can plug the holes today.
As a result, knowing what to measure or where to look can be difficult, eluding even the savviest digital marketers. Three specific aspects of digital media are measurable yet easily overlooked, ultimately causing approximately 10 percent of desktop/mobile display and video budgets to leak.
The good news is: Budgets don’t have to leak.
Related: 5 Digital-Marketing Tactics to Ditch in 2016
Where’s the leakage coming from? Here are several trouble spots:
1. Uncontrolled frequency
Reach and frequency of ad campaigns have dominated media-effectiveness discussions since the beginning of mass media. “Reach” means the percentage of an audience universe that sees an ad and “frequency” means how many times a certain user sees the ad.
But marketers may be leaking money out of their digital budgets—around 4 percent across each campaign—due to mismanaged frequency in targeting consumers.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today
Already a member? Log in here.
Learn more about Ragan Insider.
