It’s Budgeting Time. Don’t Forget Research.
For many of us, budget time runs October through January. Investing in marketing seems to be difficult for most organizations. Yet with digital it should be getting easier in some ways.
Besides the decision on human resources or outsourcing, there are bigger decisions around channels: How many channels, who will develop the content, who will maintain the dialogue, what are the conversions? It’s so much more than a dollar figure and body.
Even the top reason from Kantar has the word “research” attached. Did you also budget for research to make sure you have the right channels for the right audiences? Yes, it is budgeting time, but without research to set the benchmark, it will be hard to move the needle in 2020.