spend only where the potential return is greatest – 12 recommendations There are few businesses that do not want to cut the cost of marketing. There are even fewer that do not want to maximise their return on investment in marketing. Here are 12 recommendations addressing how to cut the cost of marketing and maximise […]

spend only where the potential return is greatest – 12 recommendations There are few businesses that do not want to cut the cost of marketing. There are even fewer that do not want to maximise their return on investment in marketing. Here are 12 recommendations addressing how to cut the cost of marketing and maximise return on investment in marketing. Many of these I have addressed previously. get serious about word of mouth Worth of mouth is often talked about, but rarely forthcoming. Few businesses have an effective strategy to drive word of mouth to its potential. Driving word of mouth involves – understanding and exceeding expectations in every respect including – the product, service, after sales service, and building a relationship. Most business fail badly in this regard and the costs are significant. focus on the consumer It is not reasonable to expect to manage a consumer’s behaviour cost…