How much should an organization spend on audience acquisition each year? And how should that amount be broadly allocated within marketing and communication departments?
Here’s the data-informed answer for both exhibit and performance-based organizations.
Back in 2015, IMPACTS Experience published a data-informed equation informed by analysis of actual visitor-serving spending for audience acquisition relative to realized market potential. The goal of this analysis was to generate an advisable investment benchmark for organizations to contemplate in the context of maximizing opportunities for audience engagement and related financial success...
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