The Marketing Calculator BlogProRelevant's Blog on Marketing Strategy, Tactics and Research
Marketers have long realized that analytics are key to understanding customer behavior and marketing performance. The 2017–2018 Gartner CMO Spend Survey found that, of 13 marketing capabilities, marketing analytics gets 9.2% of the total marketing budget—the most of...read more
According to the 2017–2018 Gartner CMO Spend Survey, nearly half (47%) of CMOs still depend on basic budgeting methods. These include rolling previous year’s budget into the next financial period and/or applying a percentage increase or decrease incrementally to the...read more
The growth of marketing budgets dropped in 2017–2018 after three consecutive years of increases. The year 2017 was full of disruptions in politics and natural disasters. Marketing budgets took a hit, too, falling by 6% to 2015 levels. What does this mean for CMOs? The...read more
People are communicating via faster and faster channels. Companies better keep up with them for their marketing messaging. With the many bureaucratic layers of larger companies, speed has been difficult. A new strategy has come to the rescue—agile marketing. A set...read more
When the International House of Pancakes (IHOP) tweeted that it was calling itself IHOB, it started a social media buzz about what the “B” could represent. After weeks of speculation, the company revealed that it stood for “burgers,” a less touted staple of its menu....read more
For a 60-year-old company based on one principal product—pancakes—to rebrand itself took marketing guts. Social media buzzed when the International House of Pancakes (the long-recognized IHOP) tweeted that a big change was coming, based on one letter (“B”) they teased...read more
Marketers have the daunting task of predicting and understanding consumer behavior.
The Marketing Calculator Blog helps marketers stay ahead of the curve.