One of the benefits of ISBA membership is having the ability to utilise other members’ knowledge and expertise about a range of subjects. With this in mind, we wanted to share a member-to-member query regarding marketing budget splits.
Question:
A fellow member from the retail sector is looking to get a view on:
- What percentage of budget do members typically split between brand/long term and sales/short term in a given year?
- What percentage of budget do members typically split between reach/awareness/engagement metrics vs performance media metrics?