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ARTICLE · 30 MAY 2012

Are You Getting Payback On Your Marketing?

TCii Strategic and Management Consultants
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What is your company getting for all the marketing £s it is spending? This is a common question, and a fair one. It is also difficult to answer directly.

United KingdomStrategy

What is your company getting for all the marketing £s it is spending? This is a common question, and a fair one. It is also difficult to answer directly. In a gross sense, determining payback on marketing seems easy: we spent £X on marketing this year and got £Y in sales. But that really doesn't give a full picture.

The problem is, there are so many things to try to measure. What kinds of marketing are most effective for your business? Should you advertise ... and in which publications and which media ... participate in events, emphasise PR, spend more online, etc.?

On a more fundamental level, how do you gauge the effectiveness of the individual elements of a marketing strategy or campaign such as:

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