Marketing budget is the amount of money that a company is willing to spend on promoting its products and services on the market. The budget can set for different periods. As a rule, this is strategically significant financing – planned for 3-5 years or more. At the same time, many companies plan marketing for a year or a quarter (for example, based on the financial results of the previous reporting period).
An advertising budget is a part of japan whatsapp data the calculate-your-advertising marketing budget, calculated for the promotion of certain goods and services during a specific period (the time of the advertising campaign). It can be quite short-term – calculated for literally a few days. But most often, an advertising campaign lasts at least a month.
What is included in the marketing budget
Marketing budgets typically include expenses for:
1. Personnel (for the payment of wages to full-time employees involved in the campaign, as well as outside specialists, if they are brought in).
2. Service fees – for payment the long and the short of it — and the implications for content and storytelling of services of contractors involved in solving certain tasks (for example, conducting market research, evaluating the effectiveness of campaigns).
Offline events (PR, events, conferences) can also be held. In this case, the list of counterparties will be significantly expand: catering, premises calculate-your-advertising landlords, event agencies will be added to the typical advertising segments of services.
2. For the development of advertising materials, SEO content (texts, images, videos, applications).
It may well turn out that the bulk of the work – in the areas indicated above – will be performed full-time specialists, and then the budget will be focus on the first category of expenses. However, since a significant increase in the volume of work is expected during the campaign, it is necessary to provide for an increase in the wage fund in the bonus part (or in providing additional preferences for effective work).
It is possible to optimize costs associated with labor costs by:
- outsourcing;
- concluding civil law contracts with employees for the performance of one-time work (but it should be taken into account that the taxes and contributions for them are the same as those accrued on regular salaries);
- search for remote performers.
The effectiveness of marketing italy numbers campaigns will be significantly improved by eliminating formal barriers in interaction between employees (and in communication with external specialists). The exchange of information and official documents can be organized through a common EDI system, and the procedures for coordinating documents (including financial ones, which ensure settlements within the campaign) can be simplified as much as possible.
3. To pay for services (access) to platforms (networks) for promotion.
Typical types of expenses in the online direction:
- payment for impressions within contextual, targeted advertising;
- payment for leads (transitions) under target contracts with website owners;
- settlements with bloggers, owners of private sites for advertising goods.
Of course, offline shows are still relevant:
- on banners, billboards;
- in newspapers, on radio and television;
- on leaflets.
4. To create non-standard content, for example:
- mobile applications, games;
- gifts – with a brand code and advertising inserts;
- personalized handouts for public events.
5. To use marketing tools.
For example, such as:
- services for analyzing competitors’ campaigns;
- survey sites;
- web page builders;
- mailing services;
- analytical solutions.
Note that the actual part of the expenses will be possible calculate-your-advertising lost profits if the marketing campaign includes discounts on goods. But this cost will be temporary if the successful campaign manages to stimulate sales and generate more revenue.
Example of calculating the advertising budget
Let’s look at a simple example of how to calculate an advertising budget. Its specific composition will depend on the types of promotion channels selected. In general, you can focus on the following (for example, per quarter):
1. Banner advertising – 500,000 rubles (50% of the budget).
2. Targeted advertising – 100,000 (10%).
3. Contextual advertising – 50,000 (5%).
4. Promotion through bloggers – 50,000 (5%).
5. Payment for labor and services of outsourcers – 200,000 (20%).
6. Creation of advertising materials – 50,000 (5%).
7. Distribution of leaflets – 50,000 (5%).
Total budget: RUB 1,000,000
If we consider individual promotion channels, calculate-your-advertising we need to take into account the specifics of determining the cost of each of them according to the rules of the service provider. Let’s consider, for example, how to calculate the advertising budget in Yandex Direct based on the public rules of this search engine. In accordance with them, the cost of the campaign will be affected :
- region where the ad is display(if the product is promoted in several regions, a separate publication is created for each city);
- types of devices for displaying ads (you can set up, for example, displays only for mobile solutions);
- content of key phrases.
Key parameters that determine the final price of the campaign:
forecast CTR, impressions, clicks, traffic volume. In the calculation table, you can select different combinations in turn and immediately see the change in the cost of promotion.
Important: to correctly calculate the advertising budget calculate-your-advertising in Yandex, you need to take into account that it is of a forecast nature (which the search engine itself says in its instructions). Given the likelihood of significant discrepancies with real indicators in practice, you should provide for an overstatement of the upper limit of expenses in the budget (by about 20-50%).