Fuel logo
  • Our Work
  • Services
    • Marketing
      • Strategy
      • Search Engine Optimisation (SEO)
      • Pay per Click Advertising (PPC)
      • Strategic Marketing Campaigns
      • Public Relations (PR)
      • Social Media Marketing
      • Advertising
    • Design
      • Website Design
      • Graphic Design
      • Branding & Brand Creation
      • Video
      • Animation
    • eCommerce
      • 3D/AR Product Modelling
      • eCommerce Websites
      • Email Marketing
      • Multi-Channel Optimisation
      • Performance & Optimisation
      • Sales
    • Affiliate
      • What is Affiliate Marketing?
      • Risk-Free Model
      • Programme Management & Reporting
      • Our Networks
      • Influencer Marketing
    • Immersive
      • 3D Design/Modelling
      • Augmented Reality (AR)
      • Mixed Reality (MR/XR)
      • Virtual Reality (VR)
  • About
    • Our Ethos
    • Our Team
  • News
  • Contact
Fuel logo
  • Our Work
  • Services
    • Marketing
      • Strategy
      • Search Engine Optimisation (SEO)
      • Pay per Click Advertising (PPC)
      • Strategic Marketing Campaigns
      • Public Relations (PR)
      • Social Media Marketing
      • Advertising
    • Design
      • Website Design
      • Graphic Design
      • Branding & Brand Creation
      • Video
      • Animation
    • eCommerce
      • 3D/AR Product Modelling
      • eCommerce Websites
      • Email Marketing
      • Multi-Channel Optimisation
      • Performance & Optimisation
      • Sales
    • Affiliate
      • What is Affiliate Marketing?
      • Risk-Free Model
      • Programme Management & Reporting
      • Our Networks
      • Influencer Marketing
    • Immersive
      • 3D Design/Modelling
      • Augmented Reality (AR)
      • Mixed Reality (MR/XR)
      • Virtual Reality (VR)
  • About
    • Our Ethos
    • Our Team
  • News
  • Contact

Is your marketing out of date?

Category Marketing

Updates 05th Mar, 2019

Reading Time 3 minutes

Martyn King

Martyn King

Feeling lazy? We can deliver straight to your inbox

By subscribing you are happy to receive emails from Fuel.

Is your marketing out of date?

New and Old Pound Coins

With marketing budgets forecast for zero growth in 2019, it doesn’t look like organisations will be looking to outspend their competition for market share.  In the current political and economic climate it comes as no great surprise.

According to the Institute of Practitioners in Advertising Quarter 4 2018 Bellwether report, 0% is forecast for this year following 6 years of uninterrupted growth across the UK.

That said, out-thinking your competition rather than outspending them has surely always been preferable, right?  So it begs the question: When was the last time you reviewed your marketing strategy? If it was over 12 months ago, your marketing is out of date. Digital marketing and social media has changed the landscape meaning the pace of change in our profession incredible.  Last year’s thinking is out of date, the year before’s is a relic.

A closer look at the IPA’s report actually reveals that spending is forecast to continue increasing in internet activity such as digital advertising, video content and search engine optimisation.  Meanwhile events, PR, market research and main media advertising will continue to feel the squeeze.

It’s that time of year when were typically helping our clients plan ahead, assess growth opportunities, set budgets and commit to a plan.  We’re building on the initiatives that brought return on investment, ditching the stuff that didn’t and testing new technology and techniques which fit the plan.

Given that business owners will be looking at spend closer this year, when it comes to marketing you need to ask yourself:

Is our strategy up to date?  

It should fit right in with the business strategy and be delivering growth for you.  To be clear, I am not saying you need to divert all of your spending to new digital opportunities.  However, you and your team need to know what those new channels and technology can deliver for you. Rest assured, traditional tactics are still performing well.  We recently did a good ‘old fashioned’ direct mailer for a client which yielded 221 telephone enquiries.

How are we performing?  

The great thing about so much new marketing technology is that you’ve never been in a better place to track return on investment. Putting key performance indicators in place to cover stuff as simple as: “Are we talking to more people?”; “Are they engaging with what we are saying?”; and “Are we generating more enquiries?” is easy.  Once in place, agile marketing based on what is working and what is not should be the norm. The old adage of “50% of my budget works, the trouble is, I don’t know which 50%” really did die in the last century. That said, 90% of new businesses we see have no idea how their website is performing for them.

Are we spending too little or too much?

This varies from sector to sector but generally if you are spending below 2% of turnover you are probably under investing; 3 – 5% says you’ve set aside a decent budget.  Over 5%, you’re going for it! None of these percentages are necessary wrong. But you are planning to fail if your marketing strategy is based on shaky foundations.

Simply put, those who know their numbers are investing, those who don’t, aren’t.

If you’d like a free consultation and report on getting your marketing optimised for 2019/20 feel free to contact me at martyn@fuelcommunications.com or 01752 987909

Share

Feeling lazy? We can deliver straight to your inbox

By subscribing you are happy to receive emails from Fuel.

PREVIncrease your customer lifetime valueNEXTSECURE YOUR SITE – Tips for protecting your WordPress site

Latest Articles

Illustration of the local map pack displaying Google Business Profiles

Advice, Insight, Marketing

Why Have A Google Business Profile? (& What Can It Do For Your Business?)

When you search for information about a business or service on Google, what do you see? Not long ago, the results would’ve been dominated mostly by basic website listings or a selection of pay-per-click ads vying for your attention. However, search engine results pages (SERPs) have become far more intelligent and user-focused in recent years […]

Two people sitting and having a conversation on video camera

Immersive, Insight

Should Your Brand Be Using AI-Generated Videos?

We’ve reached a point where AI-generated content is everywhere you look. From fun social media trends to written content, we’re far past being surprised at what AI can actually do. The challenge now is to work out what we should or shouldn’t be using it for and, in cases where we do embrace AI, finding […]

female nurse on the phone holding a coffee cup

Affiliate, Insight

How Your Brand Can Offer Key Worker Discounts Online

Whether you’re an all-in e-commerce business or offer a unique service via your website, key workers likely make up a significant portion of your potential customer base. Encompassing a wide range of professions, including emergency workers, NHS staff, and teachers, this audience can be a lucrative one, made up of individuals with stable incomes, clear […]

So, how can we help you today?

If you are ready to start your growth journey, or maybe just want to talk about your options, contact us at hello@fuel-growth.com, call 01752 987909 or fill in the form opposite and we will get back to you right away.

  • This field is hidden when viewing the form

Fancy a chat?

We are two studios across the U.K. If you’re interesting in finding out how we can fuel demand for your brand and business, then get in touch.

Get in touch

Plymouth

  • Fuel
    9 The Crescent
    Plymouth
    PL1 3AB
  • +44 (0)1752 987909
  • hello@fuel-growth.com

Birmingham

  • Fuel
    Steam House, Millennium Point Curzon Street
    Birmingham
    B12 34T
  • +44 (0)1752 914334
  • hello@fuel-growth.com
  • Privacy Policy
  • Cookie Policy
  • Acceptable Use Policy
  • Terms of Use

© 2025 Fuel

Fuel logo

Fuelling...

  • Affiliate
    • Influencer Marketing
    • Our Networks
    • Programme Management & Reporting
    • Risk-Free Model
    • What is Affiliate Marketing?
  • Design
    • Animation
    • Branding & Brand Creation
    • Graphic Design
    • Video
    • Website Design
  • eCommerce
    • 3D/AR Product Modelling
    • eCommerce Websites
    • Email Marketing
    • Multi-Channel Optimisation
    • Performance & Optimisation
    • Sales
  • Immersive
    • 3D Design/Modelling
    • Augmented Reality (AR)
    • Mixed Reality (MR/XR)
    • Virtual Reality (VR)
  • Marketing
    • Advertising
    • Pay per Click Advertising (PPC)
    • Public Relations (PR)
    • Search Engine Optimisation (SEO)
    • Social Media Marketing
    • Strategic Marketing Campaigns
    • Strategy

Company

  • Our Work
  • Our Ethos
  • Our Team
  • News
  • Contact
  • Fuel
    9 The Crescent
    Plymouth
    PL1 3AB
  • +44 (0)1752 987909
  • hello@fuel-growth.com
  • Fuel
    9 The Crescent
    Plymouth
    PL1 3AB
  • +44 (0)1752 987909
  • hello@fuel-growth.com