Too often, companies don’t take advantage of one type of marketing or another because of the cost. But what matters is the return. If you invest in marketing, and it produces five times your investment in new income, that’s a fantastic return by any measure. And think about the lifetime value of a customer. It’s not just the immediate return, but the return over time. The focus shouldn’t be on cost containment, but on boosting return. Once you make that switch, everything changes.
