Archive for June 25th, 2009|Daily archive page

The 70-20-10 rule of marketing

For years, there was always a line in advertising (apart from the tagline) that separated mass media from everywhere else. Mass was above the line, everywhere else was below. Enough pundits have spent enough screen real-estate (ok I’m trying to come up with a more internet appropriate term to “spilled enough ink”) talking about the death of the line or the death of mass media and I don’t have much more to add to that subject here.

I would like to suggest an alternative for marketers as discussed with me by a former colleague:

70% of your budget should go to efforts with a fairly known ROI

20% of your budget should go to efforts that push the creative boundaries and have a lesser known or harder to callculate ROI

10% of your budget should go to purely experimental efforts

What do you think?