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We are Christina and Peter Pilarski, founders and leaders of CIPR Communications.
In our last podcast, we talked about connecting your marketing budget to your business goals. The idea of each one of your marketing tactics being connected to a specific desired outcome implies a crucial point that we always try to drive home to our clients: marketing is an investment. Each action you take in your marketing strategy is geared towards a particular payoff. We think it’s time to shift the conventional mindset about marketing: it is not a cost; it’s an investment that is intended to bring returns in the form of increased sales, qualified leads or greater market share, or whatever your goals may be.

Approaching marketing as an investment will make it more successful

The main reason that many people think of marketing as a cost usually comes down to the examples they can list of the times they spend money on marketing and it didn’t work. This is one of the biggest mistakes people make, and a fallacy that we have to dispel constantly. The way we see it, the only reason marketing sometimes doesn’t work is that your focus is on tactics instead of coming up with a digital marketing strategy informed by your business goals, and executing a tactical plan in line with that strategy.

On the other hand, when you approach your marketing as a strategy that is geared towards yielding results – i.e., taking an investment-oriented approach – you will experience far greater success, and it will become clear to you why marketing is not just a monetary cost.

Once you adopt this mindset, your view of marketing will change and you will see it start to work better for you, just like money invested in a well-chosen stock or asset – or the capital you’ve invested in your business. It will also change the way you think about your marketing budget.

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Position Marketing as an Investment – Not a Cost


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