customise everything you canI have never met a marketing manager or business proprietor who did not want to reduce marketing costs or increase the return on the dollars being spent. With that in mind, I will start the year with my first 10 THOUGHTS on how to maximise return on investment in marketing expenditure. This […]

customise everything you canI have never met a marketing manager or business proprietor who did not want to reduce marketing costs or increase the return on the dollars being spent. With that in mind, I will start the year with my first 10 THOUGHTS on how to maximise return on investment in marketing expenditure. This is the third. There is a lot of talk these days about customer focus … and with good reason. In my experience most businesses pay lip service to the concept of customer focus. By contrast, however, the most successful businesses, including Amazon, Apple, and Google, have it at the heart of their marketing strategy. Customisation of marketing is often recognised as a powerful tool and one that enables a level of customer focus. At the same time, customisation is frequently associated with higher costs. It costs more to customise marketing – or does it? There…