You're probably wasting 90% of your marketing budget

Nine out of 10 marketing dollars might as well be flushed down the drain, according to PR specialist Michael Shepherd. Too many companies fail to tie their marketing spend to a clear business plan, he argues, and consequently don't see any real return on their investment. "To be productive, a marketing message must be tied to a business strategy," Shepherd says. "If it isn't, it's just throwing money in hopes some of it might come back."

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