When it comes to making savings, you want to cut the costs in areas that will do the least damage. That’s a simple principle, but how do you know which parts of your marketing budget you can trim with minimal impact on results? American politician Donald Rumsfeld summed this challenge up neatly; “There are known knowns. These are things we know that we know. There are known unknowns. That is to say, there are things that we know we don’t know. But there are also unknown unknowns. There are things we don’t know we don’t know”…
Read the Marketing Matters column here
