Billions have been spent on systems intended to strengthen relationships between companies and consumers. Endless books have been written about it. You can't have a conversation at work, or produce a slide presentation, without talking about how much you worship customers, believe in customer-centricity, or otherwise praise their position as your Guiding Light.
By now you should be close to having all of your top-line budgets approved and be heavily into the detail of spending the marketing funds you've just been entrusted with. Yet before you rush off to fill the pockets of agency wizards and media-moguls, I'd like to stir things up a bit. For this post, I have come up with 7 budget recommendations against which to benchmark your decisions.
Writing the second part of this post was hard. Not because I didn't know what I wanted to say, but because the need to summarize it into a readable blogpost meant leaving out important nuances...
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