It’s that time of year — allocating marketing dollars and planning for 2013 begins, along with reflecting on the year that’s passed. What worked? What didn’t? What do we want to accomplish next year? Were my marketing dollars maximized? Did I reach who I needed to?
Answering these questions and drafting long- and short-term marketing goals for the upcoming year can be a daunting task. Frivolous spending is a thing of the past—you have a budget to stick to and measurable objectives that you want to reach. But, there are so many things that need to be accomplished. In addition, there may be input from other coworkers about what’s important and what’s not. So, what do you do? How do you sift through the marketing goals and establish what is a priority when everything seems to be a priority?