Cynthia Coffield

This is such an important topic to address, and you make some really great points. I’m lucky to be working somewhere the C-levels have good buy-in on marketing tactics, but it’s been a challenge in the past to communicate in a way that speaks to their knowledge base. Manage expectations. I like to do a recap of the previous month, and identify upcoming tactics and the return expected. Always test proof of concept before scaling. When it comes to reports, I like to break out customer acquisition and customer retention ROI as separate metrics, rather than just show return by marketing channel costs such as SEM, social ads, email, etc. When determining where to spend the marketing budget, it’s always a good idea to diversify. Also, it really helps in determining Customer Lifetime Value if you have a CRM system.

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