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Imagine your name is Jacques and you work as the Director of Marketing at Le Hamburger Institute. Le Hamburger sells French language courses online and competes against other online education companies such as Rosetta Stone, Babbel, Pimsleur, and Fluenz.

Your objective is revenue growth, but only 75% of your proposed digital marketing budget has been approved.

So you can achieve that objective, you have to convince senior leadership that they should approve the remainder of your budget, which allocates resources to a new marketing strategy for your company–using paid search channels (aka SEM or PPC).

You are certain that SEM will be the next big marketing channel for your E-Commerce business, but you need to get senior leadership on the same page to get a final approval for the budget.

What do you do?

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