We know that holiday reading time is valuable, and there's nothing worse than wasting your time and money on a book that you give up on after just a few pages, so we've put together a list of five reads that come recommended by our team ... Happy Reading!
Marketing is not a new concept. In fact, marketing as we understand it today actually began as far back as the Industrial Revolution of the late 18th and early 19th Centuries. Of course, although the basic concept hasn’t changed, the way in which we do marketing today definitely has. One of the more recent innovations is the advent of the part-time marketing director.
To non-marketing people, marketing is a somewhat vague concept. Some people even go so far as to call it “fluffy.” It’s often perceived as a “nice to have” instead of the ‘mission critical’ function it actually is. Because clearly, marketing people do nothing more than play around all day on social media!
If your company doesn’t make a profit, it won’t survive, finance people call this ROI – Return on Investment. Marketing ROI, on the other hand, is a little harder to quantify. While it’s easy to pour over financial statements and see pretty quickly how healthy your business bank account looks, it’s not always as easy to see what your marketing spend is doing for you.
What a lot of business people don't understand is the difference between marketing and marketing tactics. Tactics are elements of marketing - the visible stuff that first comes to mind when you say the word marketing. It's the ads, billboards and posters, social media, emails and newsletters. These elements will have absolutely no meaning or result if they have no clearly defined goal or purpose. ALL businesses should be working towards one common goal - improving their bottom line. To market successfully you need a yard stick, there needs to be a measure of what success looks like - this, is your return on investment, or ROI.