Advice from three digital marketing experts on building your budget

“Management is doing things right; leadership is doing the right things,” according to Peter Drucker. Flint McGlaughlin, CEO, MECLABS Institute (parent company of MarketingExperiments), quoted this when asked what digital marketers should consider when planning yearly budgets. It’s a fantastic reference because it may just be a good idea to line the walls with Drucker quotes when furiously planning (and re-planning) yearly budgets: “Knowledge has to be improved, challenged, and increased constantly, or it vanishes.” “The best way to predict your future is to create it.” “If you want something new, you have to stop doing something old.” “Unless commitment is made, there are only promises and hopes; but no plans.” The man was a veritable budget planning fortune cookie. However, while these quotes are inspirational, we decided to mine three of marketing’s current minds — Flint McGlaughlin, Tim Kachuriak, Chief Innovation and Optimization Officer, NextAfter and Michael Aagaard, Senior Conversion Optimizer, Unbounce —to give some more concrete advice. Q: What are some general learnings or takeaways from 2016 that you would recommend digital marketers consider when planning upcoming budgets? Flint McGlaughlin, CEO, MECLABS Institute: Number one, doing things right isn’t enough, nor is doing the right things (a reference to Drucker), but you must do the right things in the right order. The simple application of this principle to our budget is this: First you optimize the product (I am referring essentially to its value proposition.) Then you optimize its presentation (this is the web collateral or the primary…
Source: Marketing Experiments
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