When new technology is around it is easy to fall into the trap of buying the ‘bells and whistles’ without carefully analysing where the technology fits in your business and what it might be replacing.
Let’s take the example of a website
We all know that it is very important to have a website but what did you have in marketing before websites came along?
Where were you spending your marketing dollars before you decided to invest in your website?
Did you spend money on a business brochure which has now been replaced as an online brochure inside your website?
Have you simply doubled your marketing costs by having an online brochure as well as an offline brochure?
Why don’t you do a review and work out which marketing initiatives are bringing in the most inquiry and look to rationalise your marketing spend rather than simply continuing to add to it.
What is your story on this?
Have you found a better way to spend your marketing dollars in this area?
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