document and integrate your strategyI 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. […]

document and integrate your strategyI 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 second.I will assume that no reader of this THOUGHT does not have a well-documented marketing strategy. Surely in 2019, no-one has failed to grasp the importance of a marketing strategy in minimising marketing expenditure and maximising return on the investment in marketing. This is so self- evident it should not warrant discussion here. What may not be as well understood, however, is the importance of having a digital marketing strategy and ensuring the strategy is fully integrated into your overall marketing strategy. The failure to have a digital marketing strategy in 2019…