How to be a Top Class Marketing Manager:

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October 4th, 2007 by Nick

From my recent article written about how different advertising medium work together, it is very important for marketing managers to understand this. Marketing managers need to invest highest in the areas that return the most business, more specifically PPC advertising.

We have a client who has a billboard at the side of the pitch at one of the top Premier League clubs. This is great for exposure but they realise that it doesn’t directly lead to sales; sponsored links do. This is why they invest heavily in PPC and 1/3 of their marketing budget is PPC. From this, they benefit from 2000 sales a month through their website from PPC alone. I class this as effective marketing management.

From close sources to a top search engine, I can reveal that only 5% of marketing budgets are spent on search advertising even though this is the fastest growing form (for obvious reasons that it direct and yields great ROI). PPC should be making up 1/3 to ½ of all companies’ advertising budgets. If I was to say that 59% of all sales both online and offline came from an internet search would marketing managers re-assess their budgets? I should hope so. This is a true statistic. I’ll give you another example; 2/3s of all offline and online sales in the travel industry stems from an online search.

My granddad, who admittedly is getting on a bit now, always says to me ‘you can’t argue with stats’. Web Analytics are great. I use Google Analytics for all my advertising clients and the stats that it gives are brilliant for maximising conversions. Did you know that 82% of companies do not use Analytics – this is stupidly high considering how important a website is to a company’s sales. Websites need to be optimised to maximise the ROI that they bring a company from the visitors they receive. The best way to do this is to set up Google Analytics.

In conclusion, quite simply, marketing managers need to wake up to the power of sponsored links.

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