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I think it depends on your business and communication objectives. For short term revenue, I would spend it all on generic search, it provides flexible funding opportunity with good machine learning opportunities and highly trackable. For longer term return, I would spend additional marketing dollars on content and make that content work hard from an SEO standpoint, with backlinks. Content is king!
Call me old-fashioned, but I would spend my next marketing dollar on mass awareness. We aren’t even close to saturation, and the more unaided awareness we have, the harder our targeted dollars work.
On Instant Ink and across the mix, it’s a true differentiator, our consumers love it and drives the entire category.
Hulu: Our campaign delivered a total of XXX impressions with an average VCR (video Completion Rate) of 100% since the campaign is only running against non-skippable inventory sources.
I’d spend my next marketing dollar on funding deeper insight capabilities. Data is not what you need to win, it’s the ability to transition those data points into actionable insights across all mediums.
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