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Dive In Headfirst or Stay out of the Pool: Why Marketing Needs an 'All-in' Approach.

Entrepeneur 11 Feb 2019 05:00
Image credit: Chris Ryan | Getty Images

Businesses sometimes like to dip a toe at a time into marketing. Unsure of how much to spend and where to spend it, these owners choose to start slowly. But that's where they go wrong because it takes an "all-in" commitment to get the ball rolling in the right direction.

The importance of marketing efforts, however, is clear to some groups -- like CEOs. A recent Gartner survey found that more than half of the CEOs it surveyed planned to increase their marketing budgets in the subsequent year. And nearly two-thirds of chief marketing officers expected their budgets to rise in 2019.

The caveat here is that not all companies can afford to spend big when they're starting out. And they shouldn't. There are other ways to show a commitment to selling a brand. Companies have more options, like guerrilla marketing campaigns, which are still viable even in this age of tech giants.

Still, there's an end game here: Once the team's time becomes more valuable than the money it's putting in the company bank account, it’s time to flip the switch. That's the time to commit to advertising in a way from which you can learn what works and reach your clients. Companies that go all-in are the ones that find success.

Instead, you need to approach marketing as though you're in the business for the long haul. You want to invest in marketing that will teach you what is working with your customers and what isn't. So find a partner that knows how to use your marketing dollars wisely.

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