Author: Janet Kathalu
Tuesday, March 14, 2023

What You Should Know Before Making a Marketing Investment Decision

You don't wake up one day and decide to invest in marketing; there are certain things you should know to guide you so you can achieve the most in your marketing. I have done my research and created this article to guide you into knowing everything you should know before investing in marketing.

There are several things you should do before you invest in marketing, such as; understanding your goals, having a budget, knowing your target audience, and checking your business model and competition. 

This article takes you through everything you should know about marketing before investing in it and how to implement it to get the best out of it. You also learn about the four Ps, which are essential in marketing.  

What You Should Know Before Making a Marketing Investment Decision

You shouldn't waste money by investing in marketing without the necessary knowledge to guide you on the ins and outs of marketing. To be successful in marketing, you need a great marketing strategy, a skilled marketing team, and a strong message for your potential consumers. Most brands make considerable investments in marketing that they cannot manage and eventually end up with significant losses in money and time. Marketing is a course that needs commitment and experience-don't invest anyhow. Here are the things you should know before investing in marketing.

What You Should Know Before Making a Marketing Investment Decision

Understand your goals

Creating the best goals for your business might be a challenge, but once you are done, it is worth it. Choose an investment plan that can serve your purposes. With clear and achievable goals, your business will be easier to manage and generate profits. Having relevant goals for your business helps you understand the path your organization should follow. Write your goals in an active voice, affecting how you perceive them. The best plans should be:

  • Measurable
  • Specific
  • Achievable
  • Relevant
  • Time-bound

There are four types of business goals, as shown in the table below:

Types of business goals About
Activity-based goals These goals and objectives require you to undertake various tasks or actions. 
Process-based goals These goals guide you to work on internal processes and strategies, such as updating/changing the brand's policies for improved efficiency. 
Outcome-based goals You may have minimal control over the results of your products regarding the customer's behavior. That is why you need outcome-based goals to help you focus on the results of your hard work. 
Personal goals You set these goals as a company owner for your benefit. 

Know your budget

How much are you ready to spend to achieve your goals and objectives? Have a list of all your requirements for the business and figure out where your budget stands. It will be simpler and cheaper to work with a marketing expert to guide you on your budget so you won't spend more than the needed amount. A marketing expert helps break down the funding on your behalf, and you will quickly understand how your budget should look like. Always work with a realistic budget that aligns with your current financial status. Otherwise, you will end up overspending, which can lead to bankruptcy. 


The rivalry among different organizations, products, or services within a given market defines this. Competition has a significant influence over significant industry changes and improved products. However, it might negatively affect those organizations that can't stand out in the competition against other businesses. How does competition in marketing occur? When two brands in the same field attract similar audiences, one of the brands is more loved by consumers, and the other is working towards gaining those consumers. This forces organizations to aim at better marketing strategies to make their products and services more appealing. Competition can be divided into three types including:

  • Direct competition- This is the most popular type of competition in marketing. Here, two businesses avail the same commodities and focus on achieving similar objectives.
  • Indirect competition- It occurs in several companies with similar products or services but differs in terms of business goals.
  • Replacement competition- is when two businesses offer varying products or services that a client can choose from as a replacement. For instance, a movie streaming program might compete with a novel publisher in that the customer can decide to read or watch. 

What You Should Know Before Making a Marketing Investment Decision

Target audience 

You must identify your target audience, as this will assist you in coming up with a plan that will pay off. The main benefit of understanding your target audience is that you can divide a considerable market into manageable portions. Working with a unique group of consumers is crucial to success in your business. Consider your target audience each time you make a new marketing strategy. There are four types of audiences. Check the table below;

Types of audience About
The managerial audience This audience has vast knowledge and works with facts and statistics. 
Expert audiences They aim for excellent graphics, representations, and visuals. They are well-versed in the best industry to choose from. 
Academic audiences Here, the best research and appealing content must be the order of the day. They want commodities to be accurate and in excellent condition. 
Lay audience As the name suggests, a lay audience has no formal knowledge about a niche and is carried away by whatever they think is best for them. 

A business model

It is funny how most business strategies appear great when noted down but will never work or make any sales. A business model is essential because it provides the opportunity for prosperity in your brand. It shows how you will deliver and gain value from the market. Ensure your business model is unique and meets the needs of your consumers to stand out in the stiff competition among similar industries.

What Are the Four Ps of Marketing?

What You Should Know Before Making a Marketing Investment Decision

The four Ps of marketing is price, promotion, product, and place. All these elements are essential when marketing a commodity or service. Many other factors are used in marketing, but these four are the best for creating a successful marketing strategy. They include the following:


This is the item or service that is being marketed to consumers. While improving your goods or services, remember your target audience and their requirements. You need to answer the following questions when working on a product:

  • What product suits your customers? 
  • What is the impact of your product on the market?
  • Who is your target audience?
  • How different is your product from the rest?


Price is the amount that should be paid to earn a product or service. If you want to sell your products or services fast enough, set an affordable price for your audience and achieve your brand's goals. Don't be too lenient in marketing your products at a throw-away price because you will face significant losses. You want many consumers, but again, you need to make profits. Understand your customers' readiness to purchase items to set a working price. Consider the following factors to get a clear picture of the right price for your products:

  • Compare your price with that of your competitors.
  • Understand the price range of your target audience.
  • Identify the price that is too high and too low for your audience. 

What You Should Know Before Making a Marketing Investment Decision


The place is the actual location where you market your product and the distribution channels needed to reach your consumer. Have your effect in an accessible place that all customers can get. Whether you are doing online or offline marketing, the right place assists you in reaching your target audience and sets you up for prosperity. Know where to sell your commodities, where your target customers often shop, and the best channels to reach your market. 


Promotion is the way you showcase your product or service. You can promote your product in various ways depending on your preferences. The traditional means include written materials, tv commercials, and word of mouth. At the same time, digital methods have uncountable marketing techniques, such as email marketing, social media marketing, content marketing, and many more. How you promote your product determines the profits you are likely to make. 


Successful marketing needs commitment and patience because it takes time and effort to get your company running and among the best in the market. If you are new to marketing, ensure to work with marketing professionals for the proper guidance on turning your ideas into money. All businesses need marketing to maximize their profits, and so does yours. Let us help with excellent marketing services and grow your business immensely.  

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