Don?t Increase Ad Spending ? Optimize
When I joined Ogilvy & Mather as a freshly-minted MBA way back in the disco era, a key maxim addressed to our clients was “increase spending during tough times to grow market share.” Good advice, actually. And often effective. However, it’s not very practical for most clients — particularly publicly traded ones. Since then, better data, segmentation strategies and targeted media have changed the advice. The tough times advice now goes something like this: “Optimize spending to grow your market share among your best potential customers.” SOURCE
Tags: Afilliate-Programs, Affiliate-Marketing, Advertising, Media
