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Rescooped by John van den Brink from Social Marketing Revolution!

How Would You Spend $100,000 Marketing Budget In 2013? [Infographic + Marty Note]

How Would You Spend $100,000 Marketing Budget In 2013? [Infographic + Marty Note] | AtDotCom Social media |
The world of marketing is constantly shifting and you need to adapt. Ever since the first years of the world wide web the internet has been threatenin

Via Martin (Marty) Smith
Martin (Marty) Smith's curator insight, December 27, 2012 1:30 PM

This infographic is in pounds, but you get the idea. I don't agree with the overdraft for PPC or the huge "online PR" budget. So much of something like this comes from how you define things like "online PR". 

If I had a $100,000 marketing budget here is how I would spend it:

* $40,000 on some disruptive campaign in 3 to 5 flavors (umbrella so could be tweaked and spun out over each quarter at roughly $10K a quarter).

* $20,000 on content marketing and curation.

* $10,000 Facebook / SMM campaign (to build the list).  

* $10,000 SEO to tighten the ropes a tad.

* $10,000 Mobile (to figure it the Heck out).
* $10,000 On some crazy contest, game or new product (expect to lose this).


Minimum ROI for the whole budget would be $3 to $1, great ROI would be $5 to $1 or better and breakeven is acceptable for some of the pieces. 

Note I have NO PPC in the starting budget. The $40K umbrella campaign could earn some PPC if acceptance is fast and then falters or if a tiny push could make the difference, but the days when PPC could get anyone's Internet marketing up Everest are gone.


PPC as supplemental as a "step on the gas" move is fine. I've even used PPC to help form campaigns since the feedback is immediate, but PPC is in the backseat until we know where we are going and the cost to get there. 

I didn't cut email marketing in only because that is an understood critical component of everything as is social. The $10K social is to create SOCIAL campaigns that could bleed over into other areas if successful.

The key is try as many things in as many different places as possible while paying the rent with a campaign crafted from past success and your read on current trends (the umbrella).  

BTW, a "campaign" doesn't mean "free shipping" it means something like Atlantic BT's 15th anniversary, an event so rare in the web development space it deserves a year's worth of Internet marketing (an umbrella theme - the 15th anniversary - with 4 movements Q1 = Social, Q2 = Web Design, Q3 = Mobile and Q4 = Ecom for example).  

What about you? How would you spend $100K in online marketing money?

We also have a Facebook thread started on Atlantic BT:  


Rescooped by John van den Brink from BI Revolution!

What Is Your Content Marketing IQ?

What Is Your Content Marketing IQ? | AtDotCom Social media |
What is content marketing? More and more, content marketing is becoming an essential part of brand promotion. But what do you know about how it works? What is content marketing able to do for you?

Via Martin (Marty) Smith
Martin (Marty) Smith's curator insight, December 6, 2012 12:51 AM

Darn, brilliant idea for a post. Add QUIZ to the end of almost any competititve keyword phrase and you open up all new territory as this post proves.