Two Tips for Marketing on a Budget in 2012
Marketing and budget don’t always seem to go together. It’s all too easy for a business to spend reactively and end up achieving very little. It also often seems that doing one big marketing push ends up being costly, rather than cost effective. Here are two tips to marketing better on a budget in the year ahead:
1. Create a game plan – and stick to it
Marketing often becomes the activity that business-owners do only when they can find the time. This piecemeal approach can often end up costing a great deal more than a more consistently delivered game plan. Step back and look at your overall business strategy. Who is your target market? Where are they? What type of messages do they respond to? Carefully match your marketing plan and your business plan and you’ll create an overall business game plan that is much more budget-wise.
2. Get connected
Companies often choose to stick to just one or two marketing channels when they are aiming to do marketing on a budget. But this is what can drain a business budget and provide only a limited return. Instead, consider all the options open to you – PR, SEO , email marketing, social media etc – and use an inbound marketing approach which integrates your overall marketing message across all these channels. This is much more budget-friendly and manageable.
Get more on marketing on a budget in our eGuide How to Budget for Marketing in 2012. Download your copy now.
About the author:
Partner at Tomorrow People
Pete is a strategic marketing leader specialising in positioning, go-to-market strategy, growth and AI-enabled marketing performance. He has worked with organisations including Schneider Electric, TechData, Atos, Microsoft, Reachdesk, ABB, TelmarHelixa, Trustpilot, Company365, GlobalData and more, helping brands sharpen their market position, strengthen go-to-market execution and accelerate growth.
His work focuses on turning complex propositions into clear market narratives, aligning commercial teams around stronger positioning and improving marketing performance through the smart application of AI. From category development and messaging to launch strategy and growth planning, Pete brings a practical, commercially grounded perspective shaped by hands-on experience across B2B and enterprise environments.
Pete has also spoken at Content Marketing World, where he has contributed to industry conversations on positioning, growth and the changing role of AI in modern marketing. He writes about the strategies, decisions and operating models that help ambitious brands move faster, communicate more clearly and perform more effectively.
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