Everywhere I look it seems that the more money you have the less logical your decision making becomes. When you have a small amount of money we tend to be very safe, deliberate, and very logical in what we do with that money. When you have trillions of dollars, you’ll spend $250,000 on diamond crusted underwear.
The same can be send for marketing budgets. When we have a healthy budget we take chances and in doing so we sometimes come across illogical. But, when our budgets have been sliced, the price of corn us up, and the economy is in the tank we make our decisions in a way that insulates from criticism. Putting that money into trade, TV, FSIs, etc. are safe and given the years of supporting data, quite logical. Putting money towards things like twitter and Facebook when you’re budgets are tight seems risky. There just isn’t enough data to support those decisions.
Just because something seems safe, doesn’t make it logical. Just because you have historical data to support a decision doesn’t make it logical. Give that one some thought.
Head of Social Media at Walgreens. Interactive marketer, innovator, boat rocker, continuous learner, movie lover, risk taker, dad and all around good guy. I'm always up for a spirited conversation. These are my thoughts and ramblings, not those of my employer.
