budgets
posted by Accounts
As we head into budgeting season for 2012, we’d like to recommend an
important line item that is far too often overlooked. In this time of
exponential shifts in marketing efforts, don’t forget to include a place
for experimentation.
We’ve seen it done a number of ways within
companies. Some take a couple of percentage points off their marketing
budget and set them aside. Others pick a number out of the sky. The
mindset is as important (and perhaps even more so) as having a number,
but the line item seems to force it to be addressed.
The
experimental marketing budget reminds marketing heads throughout the
year about the importance of testing and learning, trying and tinkering
with something new before it’s mainstream. We’ve all witnessed during
the past few years how the adoption curve from “cutting edge” to
mainstream is getting faster.
The experimental budget also allows you to learn and not be caught
flatfooted once the new marketing technique, technology or delivery
method becomes widely adopted. Once it’s mainstream, you’re ready and
know what to do. Or, you’re able to explain to your organization that
it’s been tried and it may not be right for your brand.
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thundertech, marketing, budget, budgets, budgeting, 2012, planning, plan, season, line item, experimental budget, experiment, experimenting, experimental, marketing budget, cutting edge, mainstream, trial, new, method
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