For every outbound dollar (or Euro to be fair) you spend how much do you spend on inbound? Should every outbound program have a measured impact on inbound traffic?
Maybe these are rhetorical questions, but even as marketing budgets are cut we still see examples of communicators preaching to their target audience about the virtues of product X or Y. They drown prospects in buzz words, but don’t leverage their marketing spend to spur inbound traffic.
Spend money on a trade show. What’s the residual impact after the show is over?
Spend money on printed collateral. What’s the residual impact when it hits the recycling bin?
Build an interactive microsite that can be seen online 24/7. What’s the residual impact of electronic dissemination?
If you had only $50,000 in your marketing budget, which of these do you think would have the greatest impact on revenue generation? What gives you the best ROI on your spend?
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