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Approaching Allocation as Marketers AND Investors

Can Marketers and Investors learn from each other?

A couple of weeks ago, I referred to “2018 planning” in an email for the first time this year. I must have been (reluctantly) accepting that fall was fast approaching, and with it, the New Year…

Annual marketing planning means a new budget, and inevitable anxiety around budget allocation.

The concepts of marketing budget allocation and financial asset allocation are remarkably similar. Both are investments in the future, both expect a certain return on investment, and both involve risk.
 

But ‘allocation’ is a finance buzzword as well as a marketing one, and as 2018 looms and the stock market routinely hits new highs, asset allocation has started to become top of mind for me, too.  So, in addition to thinking about 2018 marketing plans, I keep adding my financial investment portfolio (re)allocation to my to-do list.

The concepts of marketing budget allocation and financial asset allocation are remarkably similar. Both are investments in the future, both expect a certain return on investment, and both involve risk. In fact, it’s easy to think of a marketing budget as a portfolio of assets, with each asset having its own risk and reward profile.

 

Let’s continue with this analogy and explore a few concepts that are applicable to both marketing and personal finance.

I encourage marketers with multiple channels to look that their budget allocation in the same light as their personal finance allocation. It might illuminate additional places to invest and reasons to justify spend.

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