In this practical presentation, Raluca discusses the calculation and allocation of online marketing budgets from her 16 years of experience in online business and digital marketing.
In Raluca’s approach, the calculation and allocation of the necessary digital marketing budget for an online store depends on 3 main variables:
- business vertical (category of products sold – fashion, IT&C, home & deco etc);
- business status;
- short and medium term objectives and strategy.
During the presentation, we will discuss how the 3 variables influence the marketing budget, but we will also come up with clear recommendations related to:
- budgets required to promote an online store on each digital marketing channel according to the above variables;
- percentage allocation of online marketing budgets between channels (Google Ads, Facebook Ads, Instagram, YouTube, etc.) and between objectives (acquisition of new customers versus remarketing).
Given, however, that we are talking about an equation that contains unknowns – by unknowns we mean the specific elements and the particular context of each business – Raluca will also discuss the general formula for calculating and allocating the marketing budget, therefore every online store can perform this calculation starting from this formula.
