The article from Business Grow recognizes that while marketing budgeting and particularly digital marketing budgeting is a very company specific endeavor there are some guidelines that can be used to create consistency.
Whereas in traditional marketing programs, following an initial spend there is a lag before awareness is created but then awareness can drop once the campaign is over. However, in digital marketing, the article states:
"The idea is to drive relationships through consistent small engagements that eventually lead to awareness and bigger interactions, like a sale...there is a start-up cost to build a social media competency but that it should become more efficient over time...at the same time, there is no immediate affect on awareness like you might get with an aggressive advertising campaign. Unless you are already a well-established brand, it takes time to build an audience that trusts you and looks to you for meaningful content and engagement."
The article goes on to describe frameworks that can be used to measure success in the digital marketing space.
Alex Elawadi, 10 20 12
Source: http://www.businessesgrow.com/2012/10/09/how-do-you-budget-for-social-media-marketing/
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