Writing for iMediaConnection, Jeanniey Mullen, global EVP and CMO for Zinio (a publisher of digital magazines), talks about ways to keep your marketing fresh and to improve advertising tactics. Ultimately, Mullen is pushing marketers to strive for better results. The idea that 50 percent of advertising won’t work shouldn’t be accepted.
“There is an old saying, ‘Fifty percent of my advertising works, 50 percent doesn’t. I just don’t know which 50 percent.’ While this expression is humorous, today’s post-recessionary world of streamlined staff and overburdened employees means that advertisers can no longer afford to keep ‘business as usual’ to maintain a 50/50 split,” she writes. “The smartest advertisers are slowly testing their ‘standard’ buys in place of innovative ones. Shoot for a 60/40 split in 2010. Put your basic buys to the test to see if they are still relevant. One advertiser did this, and discovered he could reinvest 30 percent of his marketing spend and achieve three times the return. After all, where would Yoo-hoo be if Laverne had never tried milk with her Pepsi ”
Check out the full article for more advice.
