If you’re investing in advertising and want to maximize your ROI, approach your media planning like an active investment portfolio.
It starts with goal setting and understanding the constraints of your profit model and sales process.
Asset allocation is the next step. Asset allocation in advertising terms equates to balancing promotional channels between traditional, out-of-door, paid search, online advertising, social media and more. Some asset classes are high risk, high cost, and low control, whereas others are the opposite. Balancing your asset allocation is the key to ROI.
The challenge for small businesses is scale. Smaller companies generally lack the readiness and scale to benefit from advanced media management tools. Our focus is on striking the right asset allocation balance and helping you make informed investment decisions.