Marketing Budget Planning Methods

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Expense items
Traditionally, when drawing up a marketing budget, the following expense items are taken into account:

advertising, including costs for online and offline formats;
public events, press releases and media campaigns;
events to expand the customer base and increase interest in the brand among buyers;
content production and promotion;
costs for SEO, SMM, contextual advertising and email marketing;
expenses for the creation of POS materials (printing and souvenirs);
tools and resources for analyzing marketing data;
payment for the work of full-time and external specialists.
Large companies usually have clear segmentation colombia telegram between marketing, PR, product analytics and other departments. Often, each department has a separate budget to cover the costs of fulfilling their professional tasks and goals.

Unlike large corporations, in small companies the product, PR and digital departments are often part of the marketing department. The activities of these areas are united by a common marketing budget, which allows not only to finalize the cost item, but also to establish close communication, effectively coordinate actions, quickly and flexibly respond to changes, achieving high results within the entire agency.



There are several methods for planning a marketing budget:

The percentage of sales method involves setting a budget based on expected or past sales.
The competitor method is based on the analysis of competitors' marketing costs.
Target method: the budget is determined based on the specific goals and objectives of the company.
Available Funds Method: The budget is allocated based on the funds remaining after all major costs have been covered.
Planning a marketing budget is the art of playing with numbers. It is important not only to invest funds wisely, but also to correctly assess their impact on the company's profit. It is necessary to constantly ask yourself questions: "If I invest this money, what will I get in return?" or "How will this help my business move forward?"

In the past, companies tended to plan their strategies for the long term, but in a constantly changing market, this is impractical. When customers can suddenly leave, sites can close, and the economic situation can change, decisions need to be made quickly.

Today, few people are willing to invest significant funds with the prospect of payback in a year. To do this, it is important to have specialists who have not only practical skills, but also a strategic vision. These professionals must be sensitive to changes, track trends and anticipate market changes so that the ideas they propose quickly pay off and bring the desired results.