2. Prioritising High-Value Channels and Activities

Once a marketing budget is established, businesses should monitor ongoing performance and consistently reallocate funds towards high-value channels. This could mean increasing investments in organic content marketing efforts that resonate with NEOs or reallocating budget from paid advertising to brand-building community events if that’s proven more effective. Businesses targeting NEOs must remain flexible, recognising that trends shift and audience preferences evolve.

For instance, if an analysis shows that investments in sustainability-themed webinars lead to more meaningful interactions with NEO clients than traditional promotions, shifting additional budget towards organising more webinars and reducing traditional ad spend would be a rational response.