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Time To Think About Your 2020 Marketing Plan

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While planning and executing holiday campaigns will take center stage for many marketers this time of year, it’s also time for another annual marketing project: creating your marketing plan for next year. It’s always a time-consuming task, but worth the effort to get the new year off on the right foot. Having been through this cycle more than a few times, I have come up with several tactics to make the process go more smoothly and hopefully lead to more effective marketing strategies over time.

Budgeting

Every company handles budgeting differently, particularly for the marketing department. I’ve worked for companies with a strict budgeting process, involving multiple meetings and semi-negotiations with finance to secure approval for an itemized budget each year. I have also worked with organizations where the marketing budget was fluid, allowing us to evaluate different opportunities as they arose, deciding whether to take on new expenses on a case-by-case basis.

If you are working with a more structured budget process, then this likely needs to be kicked off before the marketing plan itself can be addressed. One of the biggest challenges in working with a definitive, line-item budget is remaining nimble enough to test new ideas or take advantage of unforeseen opportunities that inevitably arise. My main suggestion for budgeting is to try to include a discretionary amount that you can devote to new opportunities that come up during the year. This helps you maintain some flexibility in your marketing plan each year.

Read more @ Forbes here https://www.forbes.com/sites/forbescommunicationscouncil/2019/10/30/time-to-think-about-your-2020-marketing-plan/#3bad86734e7e

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Business News

Google adds ‘Black-owned’ business attribute to local listings

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Verified Google My Business profile owners in the U.S. can now add a Black-owned business attribute to their listings.

Business attributes are highlighted as icons when customers view a business’ profile on mobile, as shown below.

Why we care

Google said it has seen “a surge in online searches for Black-owned businesses” in recent months — a period in which the Black Lives Matter movement gained momentum. Distinguishing Black-owned businesses in local search may help those businesses attract visibility in Search and Maps and gain customers.

“With this attribute, our goal is to make Search and Maps more inclusive and help support Black-owned businesses when they need it most,” Jewel Burks, head of Google for Startups U.S. said in Thursday’s announcement.

Google is also adding the new attribute to its digital skills training program Grow with Digital Coaches, an initiative designed to help Black and Latinx small businesses reach new customers.

Want to read the entire article @ Search Engine Land? Click here and subscribe!

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Entrepreneurship

The Masters of Urban Marketing – The Urban Marketing Group

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Place an order or request services tailored to  your budget at UrbanMarketing.us

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Business News

Facebook commits $200 million to Black-owned businesses and organizations

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  • Facebook on Thursday announced it will commit $200 million to Black-owned businesses and organizations.
  • Facebook will also commit to increase the representation of people of color in the company’s leadership positions by 30%, including 30% more Black people, COO Sheryl Sandberg said.

Facebook on Thursday announced it will commit $200 million to Black-owned businesses and organizations.

“The past few weeks have compelled us to confront the reality of violence and injustice which members of the Black community face on a daily basis,” Facebook COO Sheryl Sandberg wrote in a post announcing the company’s initiative. “We have shared words of support for our friends, colleagues and communities. We need to take action as well.”

Read more @ CNBC.com

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