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At a time when there seems to be a new national crisis daily, it is hard to justify moving forward with big marketing spends not knowing what the purchasing climate will be one day to the next. Clever copy, relevant content, and big promotions just can’t overcome the hurdles of spending freezes and cut backs many of your target customers are experiencing. When this happens, its really tough to make marketing pay off. At least the kind of marketing you might be used to executing.
Fortunately, marketing platforms today give us the opportunity to manage our marketing spend to be accountable for every dollar, and to eliminate waste by paying only for results, be it impressions, clicks, likes, contact information, and so on.