[projectvrm] What is speculative marketing budget "worthy"?

[Katherine Kern < >]

Hi Graham,

"That generally involves a lot of the marketing they know works” 

What is the benchmark for  “works” – response rate of 1%, 5%, 10% ?

"plus a small amount of speculative marketing development.”

How much is a small amount? 

"As the speculative developments show their worth,”

What does it take to “show their worth?” - payout the investment, return profits after marketing investment?

"CMOs invest in them further until they become part of the marketing they know works. This is what happened to direct marketing in the 90s, content marketing in the 00s and is happening to contextual marketing now. Each new type of marketing is based on order of magnitude increases in the amount of information collected about customers and increased accuracy of implied customer intention.”

What about increasing accuracy by aiming for better that “implied customer intention”? 

I’d bet, if we had a benchmark to beat, a budget amount, a financial goal, we could come up with an event specific VRM tactic for a specific market that delivers better than “implied customer intent” and proves to be worthy of additional investment and broader applications.

K-