Commentary

Where the Money Comes From

Finally, on day three of the conference, the economy's potential impact on the ad world was mentioned, particularly how it might affect email marketing budgets.

Executives from PetSmart and The Hartford offered some insight into how budgets are managed at their respective companies.

PetSmart's Ron Hauwert said he's expected to have a 2% ROI rate. So, for every two cents he spends, the goal is a return of $1 in revenue. But if he can prove success, he can make the case for an increased budget.

At The Hartford, Melanie Lombardo said she has the advantage of overseeing all online marketing, allowing her to shft dollars around based on success rates. "I look at it as an overall portfolio .. (with) constant shifting and juggling," she said.

But, she added, that if her budget runs dry halfway through a quarter, she can make a case to management to receive some dollars from other marketing silos that aren't performing as well.

 

 

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