The evolving B2B marketing budget
How do you allocate your marketing budget?
There are of course many different ways, but I’m willing to bet that the most significant factor is precedent. Not only are we creatures of habit by nature, but we are also emerging from a particularly nasty dip in the world economy. Now is not the time to take big risks, so it’s not surprising we like to stick with what worked in the past.
But it is interesting to look at a gradual evolution of marketing budgets over the years. Starting with the very origins of budget setting and the very first advertising model, I have taken a small - and quite unscientific - look at how marketing budgets have changed.
It is fascinating to see how this has changed because we stand on the edge of a further stage of evolution. We have to account for a very different marketing mix these days and it all starts when we sit down and work out where the money is going to go each quarter.
Let’s start by recapping the last 100 years…
In action