The digital media budgeting question comes up often in the course of interacting with prospects and clients. It typicaly leads to an interesting discussion. Clients often assume that we follow a manual with the exact formula for the optimal mix of digital tactics like Search Engine Optimization (SEO), Paid Search (PPC), Social Media Marketing or Display Advertising. I only wish it were that easy! Instead what we find is that even when two clients have closely related products or services, there are always extenuating circumstances and distinctive characteristics that inevitably require a unique digital strategy for lead and customer acquisition.
With many years in the digital space (did I really start in 1996?!), I figured I’d poll my network and see what they thought. The thought of a survey crossed my mind for a brief second or two. Surveys turn back my mental clock to taking exams in college. (Something I wasn’t particularly good at but that’s another story.) My 2c is that a survey tends to capture what the respondent thinks is the “right” answer, like on an exam. I wanted real-world-cuz-I-have-done-this-many-times types of answers.