More marketing ‘instruments’ complicate the investment process

By Terry Jukes

Every business is different, and your business may be involved in any number of these activities or even some others not mentioned.

In conducting this orchestra, ask the following questions:
• How do we evaluate and balance these activities and investments?
• How do we keep the focus on the comparative return on investment (ROI) between activities and remain able to adapt to changing market conditions along with being able to rebalance our spending?