Tham khảo tài liệu 'the new science of enterprise marketing fourtoutici_7', kinh tế - quản lý, kinh tế học phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | OPTIMIZE MARKETING INVESTMENTS 209 long way to avoiding off-strategy investments also known as wasted money. Step 2. Identify Where in the Brand Experience Blueprint to Make Your Marketing Investment s Create the marketing investment program your experiment the marketing mix element or customer touch point. Language can have a powerful impact on the way marketing happens and how it s perceived in your company. The more you talk about marketing investments and actually follow up on them with financial rigor the more likely EMM will gain followers outside of marketing. Develop a profile of the investment and the return on the marketing investment. Remember that you get what you measure so if you re not even making an educated guess at the investment profile for where you put marketing dollars you ll never get any smarter. Develop the nonfinancial metrics that are likely leading indicators of marketing return. Because your marketing investment may require a significant investment before and during the actual return the smarter you are at identifying other potential indicators of results the better your decisions will be. Just as with stock market investments what are those leading indicators for your marketing investments Step 3. Implement the Process System to Evaluate the Progress of Your Experiments before They re Complete In other words be able to answer the question Are we selling more You re condemned to staying in the dark until you put the right systems in place to manage your marketing investments. Systems don t have to be backed by million-dollar investments in information technology. The right process could consist of spreadsheets and meetings. CONCLUSION A NEW DAY FOR MARKETING N ow that you ve reached the end don t forget how you got here. Marketing s bad habits are deeply ingrained take the time to drag them out into the light. It s a new day for mar- keting and it begins with clearing out the dead wood and taking full advantage of what you already have.
